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Thirsty Camel
Powering 375+ franchise venues with one scalable Magento commerce platform
Thirsty Camel is one of Australia’s most recognisable alcohol retail franchises, operating a network of more than 375 independently owned stores nationwide.
Client
Thirsty Camel
Services
Magento 2 Custom Ecommerce platform | B2C / B2B audiences
Industry
Retail
Project Start
2021
The business services both consumer (B2C) and trade-style (B2B) audiences, with complex product ranges, venue-specific pricing, and state-based promotions.
Pipelabs was engaged to fully redevelop Thirsty Camel’s ecommerce platform and supporting systems, creating a scalable digital foundation capable of supporting franchise growth, loyalty, omnichannel fulfilment, and operational simplicity for venue operators.
The Challenge
Thirsty Camel required an ecommerce solution capable of supporting both B2C and B2B audiences while managing complex product ranging, pricing, and promotions across different states and venues. The platform also needed to be simple and intuitive for non web savvy users, including publicans and venue staff, while enabling Click & Collect and delivery across a national franchise network.
In addition, seamless integration with loyalty programs, payment systems, and last-mile delivery partners was essential, alongside the flexibility to scale as digital revenue and online demand continued to grow.
Our Approach
Pipelabs delivered a custom Magento 2 ecommerce platform, leveraging the flexibility and power of Magento 2 while building bespoke administrative services over the top of the core platform. The solution balanced simplicity for store operators with advanced functionality for head office administrators, ensuring the platform could be managed efficiently across hundreds of venues.
Key integrations included loyalty, payments, delivery, and reporting systems, creating a fully connected and future ready ecommerce ecosystem.
The solution leveraged key features including custom ecommerce platform integrations, automated order processing with dynamic pricing and promotions logic, and centralised reporting and administrative tools, enabling Thirsty Camel to efficiently manage operations while delivering a consistent and scalable digital commerce experience across its network.
Collaboration
Pipelabs worked closely with Thirsty Camel stakeholders across discovery, build, and ongoing optimisation, ensuring the platform aligned with both franchise operations and commercial objectives.
The outcome
Since partnering with Pipelabs in 2020, Thirsty Camel has achieved exceptional digital growth. This success has been driven by the delivery of a highly usable, franchise-friendly ecommerce experience supported by deep systems integration and ongoing platform optimisation.
Pipelabs implemented custom ecommerce integrations with automated order, pricing and promotions logic, alongside centralised reporting and administrative tooling to streamline operations for both venues and head office. The solution was carefully tailored to support venue and state based product ranges and specials, simplified admin experiences for publicans and pub staff, and advanced functionality for central administrators.
The result is a scalable digital platform designed to support continued national growth, underpinned by the ongoing evolution of Thirsty Camel’s digital commerce strategy led by Pipelabs.
