For Retail customers, suppliers, 3PL warehouses, or other systems that don’t already connect with J. A. Russell, Crossfire Integration can set you up seamlessly — taking the complexity out of automating business processes.

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Introduce true efficiency to your business and supply chain

Crossfire provides the most comprehensive Zoho EDI integration solutions. Our proven approach is flexible and customisable to exactly what you need, ensuring your business is getting the most it can from automation. We’re trusted by a wide range of customers to supply fully managed EDI services, ensuring a robust and efficient integration between Zoho and external service providers.

Benefits of Crossfire's EDI integration with J. A. Russell

Our extensive network of global retailers, supply chain partners and software means you can integrate with J. A. Russell quickly, providing the following benefits:

Want to know more about the benefits of EDI (Electronic Data Interchange)?

Read our blog


Automated data flow

An automated ordering process that reduces errors and increases efficiencies


Simple pricing

Unlimited messages, Crossfire is a fixed monthly price.


Fully managed service

Working with us requires no in-house EDI knowledge, we take care of everything involved in your integration.


Fast and proven integration

Crossfire can draw on years of experience with various system integrations and take into account unique business processes when developing a solution.

"Because we supply the major supermarket chains in a number of countries via multiple 3rd party DC’s it is critical that we can seamlessly integrate with customers and warehouses to ensure we deliver in full and on time. The team at Crossfire have made that possible"

— Howard George


J. A. Russell Integration with Crossfire - Use Cases

Common EDI Requirements

  • Purchase Order (PO) (850)

    When J.A. Russell sends Purchase Orders, Crossfire will push these into your system as sales orders automatically.

  • Invoice (INV) (810)

    When you're ready to, you can send invoices to J. A. Russell via Crossfire at the press of a button. This usually happens by confirming an invoice or completing an order in most systems. This will also work for Credit Notes.

How to get started with Crossfire

Step 1

Tell us about you

Tell us who you want to connect with i.e. your trading partners.

Step 2


Determine the integration method (EDI/API), the message standards and systems to be used.

Step 3


Find out your connectivity details, how we will connect to your system and your partner’s system.

Step 4


We then complete testing to ensure a robust service and that everything works, then you’re ready to have your integration up and running!

What is J. A. Russell?

J. A. Russell Ltd trades as J. A. Russell Ltd and Radcliffe Electrical. J. A. Russell offers a wide range of electrical supplies and services to many different kinds of customers – from the one-man domestic electricians, to large industrial and commercial trade contractors right through to national organisations and construction projects.

J. A. Russell started from humble beginnings in Auckland in 1951 and have now grown to a branch network of 78 branches across New Zealand.

Let's connect today

Chat to us about your integration challenges, we want to help you get an edge