Platform Enhancement
Refresh the program with a modernised look and improved functionality.
How J. A. Russell evolved their RSR Rewards program to drive engagement and loyalty across New Zealand.
% Points Redeemed
Active Participants
J. A. Russell is a leading electrical wholesaler in New Zealand, operating nationwide with a strong presence in both the North and South Island. Competing in a crowded trade sector, the business needed to ensure customers consistently chose them, even when pricing was higher than alternatives.
The RSR Rewards program was already delivering strong redemption rates, but to remain a market leader it needed to evolve to:
Retain existing customers by deepening brand loyalty.
Attract new customers away from competitors.
Increase share of wallet in high-opportunity, high-competition regions such as the South Island.
Refresh the program with a modernised look and improved functionality.
Deliver unique, memorable trips that go beyond standard incentive travel.
Drive participation through targeted communications and customer insights.
To elevate RSR Rewards, we reworked the program to improve functionality, refresh its identity, and create stronger engagement touchpoints. The new design focused on making the experience more rewarding for customers while ensuring measurable benefits for J. A. Russell.
Improved Functionality
The rewards platform was upgraded with streamlined processes and real-time fulfilment. Customers can now access their rewards instantly, which reinforces positive behaviour and strengthens the connection between purchase and reward.
A Fresh Face
The program received a complete visual and structural refresh, modernising the look and improving usability. This revitalised design ensured the program felt new and exciting for customers, while making navigation simpler and more intuitive.
Expanded Rewards
Members continue to access popular options such as Visa gift cards, merchandise, and vouchers, with concierge services adding flexibility for unique requests. The program is also preparing to introduce aspirational travel incentives, giving customers even more reasons to stay engaged.
Reworked Communications
We developed a new communication strategy designed to keep the program front of mind. Using program data, messaging is tailored to participant behaviour, ensuring relevance and driving redemption activity. This personalised approach keeps customers connected and motivated to engage.
The refreshed RSR Rewards program is continuing to show strong engagement and value:
96% redemption rate in FY24/25, even while the trade sector faced a market-wide decline in spend.
6,000 participants actively earning and redeeming rewards.
High-value redemptions highlight the program’s appeal, including one customer using points to pay a $180,000 boat deposit. These outcomes demonstrate both day-to-day relevance and the aspirational potential of the program.
The program works because it blends seamless platform improvements with a reward mix that motivates a wide audience, from everyday earners to high-value customers. Tailored communications ensure the program stays front of mind, while the underlying design provides measurable financial benefit to J. A. Russell, making it sustainable long term.
By evolving RSR Rewards, J. A. Russell has strengthened its competitive edge, deepened customer loyalty, and positioned itself for growth in New Zealand’s highly contested electrical wholesale market.
