A fresh approach for the Alpha Gen website

After months of work behind the scenes, we’re delighted to launch our new website – a smarter, easier experience for vendors, resellers and end-users alike.

From how we structure the site to our logo, no stone has been left unturned. At every stage, we’ve asked the same key questions: why does this exist, is it useful, and how could it be better?

In some ways, it’s a bold new look that marks the start of the next era for Alpha Gen. But, above all else, we think it’s a better reflection of who we are, what we do, and why people do business with us.


Connecting the channel

Alpha Gen was founded on the idea of building closer, more productive channel relationships. From our marketing to our sales and technical teams, everything we do is about bringing people together.

But, over time, our website had become surprisingly disjointed. Sometimes we talked to our vendors. At other times we aimed to reach end-users. As a result, we were at risk of reaching nobody.

The new Alpha Gen website was built from the ground up to address the needs of everyone, right across the channel.

A focus on end-users

As a distributor, we’re serious about our commitment to the channel. We never sell to end-users. But that doesn’t mean we should never talk to them.

Through research with our existing vendors and resellers, we heard one thing time and time again. They all needed an Alpha Gen website that attracts and informs customers – not an echo chamber where the channel talks to itself.

That’s why the new Alpha Gen website is uncompromisingly focused on our end-user audience, the people that need help finding the right technology, resellers and vendors.

Because by better addressing their needs, we’re addressing the needs of the entire channel.

A foundation for our next stage

Our plans for growth continue to be ambitious and we’re always expanding our network of vendors and resellers. Now, with a website that’s designed to evolve over time, we can be confident that we’re putting our best foot forward.

Over time, we’ll continue to make the new Alpha Gen website a living place where vendors can spotlight their products, resellers can access valuable resources, and businesses can get the advantage of our portfolio and expertise.

The new Alpha Gen website isn’t the end of a process – it’s the start of a bigger one.

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