Parafield Airport Liquor Store (PALS)

Parafield Airport Liquor Store (affectionately known as PALS) is an innovative, unique and well stocked bottle shop in Parafield, South Australia. They are well known for their great customer service and extensive range of products.

Sam (the owner of PALS) and Jayme (the Operations Manager) are both passionate about their store and providing great customer service, so they wanted to ensure their website offered the same level of service and quality that customers experience in store.

PALS use H&L POS to manage their entire bricks & mortar store - with all the product data, stock levels and pricing centralised in H&L, it made sense to utilise this data in real time on the website so the website product information is always up to date and accurate.

Techmark worked with PALS to help them refine their data in H&L so that when the website pulls in the data from H&L it was categories and structured in a logical manner. And utilising every element of product data that we could, we were able to build sophisticated searching and filtering options so very specific pages could be generated. For example there is a page for Single Malt Scotch Whisky from the Islay Region or Cabernet Sauvignon from the Barossa Valley.

Once a customer places an order, their details are recorded in Zen Global (their Loyalty & Marketing software) and the order is then pushed into H&L POS ready for fulfillment and dispatching (this also decrements the stock on hand).

pals system diagram

This level of integration has made the website a very seamless extension of the shop.

We worked with Techmark Digital to develop our new PALS Liquor website. We were confident they could deliver the level of features and quality that we felt our customers deserved.

Our new website is connected to our H&L POS software, so there is no double handling of information. Product updates automatically appear on the website and customer orders automatically appear in H&L. It makes running the website very efficient because it fits into what we do every day running the shop.

Techmark took a lot of time to understand our business and our points of difference. They came up with some great ideas along the way and we really enjoyed the process and the outcome. We are extremely proud of our new website and we continue to work with Techmark on an ongoing basis to implement new ideas and further enhance the website.

Jayme Wood
PALS Liquor (Operations Manager)

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