Hamilton Police are seeking public help in identifying the man who robbed the Heaphy Terrace Super Liquor Store on Friday night.

The man, who was carrying what looked like a sawn-off shotgun, entered the store about 6.20pm and took money and cigarettes before fleeing.

He was last seen running towards Alfred Street.

Police would like to hear from the customers who were in the store during the robbery, to provide them support following the traumatic ordeal, says Detective Christie Gilliver.

They also believe the customers may be able to provide assistance with their investigation.

Anyone with information that could assist Police with their inquiries is asked to please contact Detective Christie Gilliver from Hamilton Police on 07 858 6200.

Alternatively, members of the public can also report anonymously to Crimestoppers on 0800 555 111.