Mobile payment made easier.

Salling Group


Mobile payment for retail commerce

Dansk Supermarked ready with the first MobilePay solution

There is currently a trend towards omni-channel user experiences, where consumers expect smooth movement between all sales channels. It has to be easy and convenient to shop and pay – whether you're in a physical store or shopping online. As part of the collaboration between Dansk Supermarked and Danske Bank concerning MobilePay, Fiftytwo is the first to develop a fully integrated payment solution for the Danes preferred mobile payment application, MobilePay. 


Our goal has been to create a solution that is user-friendly, reliable and fast. We are very pleased with the result and are looking forward to making it even easier for Danes to do their shopping

- Jens Freiberg, Group Director of IT Business Support, Dansk Supermarked 


The groundbreaking solution, which was presented by Dansk Supermarked and Danske Bank on 11 March 2015, has been developed in close collaboration with Fiftytwo, which has provided POS systems to Dansk Supermarked since the 1980s. Dansk Supermarked wanted to be the first retail chain to offer their customers the opportunity to pay with MobilePay in their stores. With Fiftytwo as consultants and development partner, close cooperation between Dansk Supermarked and Danske Bank was subsequently established, and all parties worked intensively to be ready for the first pilot. After 4 months of development, one windy day in March, customers in Føtex could pay for their shopping with MobilePay for the first time in Storcenter Nord in Aarhus. MobilePay was implemented in Fiftytwo's well-known POS system, ViKING, which is used in all Føtex, Bilka, Salling and Netto stores.

The new MobilePay solution is a full extension of Dansk Supermarked's goal of creating an experience of omnichannel buying experiences for customers in their many stores.