Detective Senior Constable Chris Potter, of the Colac police crime instigation unit, said that the loan store attendant was confronted in Colac Video on Bromfield Street by two men just before the 9pm closing time.

The offenders demanded cash while the store attended in his 60s was punched a number of times.

The thieves then interfered with the cash register before making off with a relatively small amount of cash.

Detective Senior Constable Potter said the victim suffered cuts, abrasions and swelling. He was transported by ambulance to the Colac hospital for treatment to his injuries.

He said the offenders fled on foot heading west.

"The victim was pretty badly shaken up and the priority last night was for him to see a doctor and get treatment," he said.

"We'll speak with the man again this morning and hope to firm up a description of the offenders and their modus operandi."

Detective Senior Constable Potter said it was a cowardly and violent attack on a defenceless elderly man.

"He was just going about his business. We request anyone with information about this crime contact the Colac police station or Crime Stoppers on 1800 333 000," he said.

"The crime scene was secured last night and crime scene officers from Warrnambool are attending," he said.

Police said the video shop had been robbed before and another recently closed Colac video outlet had been robbed up to three times