The challenge
Giving customers access to the full assortment
Salling uses 52ViKING POS as the backbone of its in-store operations. Across Aarhus, Aalborg and the central warehouse, stock levels could vary, meaning customers sometimes left without the product they wanted. If the right size, color or variant wasn’t in the local store, the sale was often lost.
To give customers access to the full assortment and keep the sale within Salling, the team wanted to connect their physical stores directly with the webshop, fully integrated into the POS.
“When an item isn’t available in-store, staff can now access the webshop directly from the POS and place the order for the customer. It’s simple, and it keeps the sale within Salling.”
– Kenneth Holm Nørgaard, Head of E-commerce and Marketing, Salling
The solution
Connecting 52ViKING POS with Salling.dk
Together with Fiftytwo, Salling extended its existing 52ViKING setup with a standard integration that connects the POS directly to Salling.dk. This builds on standard functionality within 52ViKING and fits naturally into Salling’s in-store processes.
Instead of opening a separate browser or system, employees stay in the POS environment, where they can add the missing item to the same transaction. The order is processed automatically and fulfilled through Salling’s central warehouse, keeping the sale within Salling and ensuring a unified experience for both staff and customers.
“With 52ViKING connected to Salling.dk, store staff can help customers even when a product isn’t on the shelf. It feels like one system, and the customer notices that.”
- Kenneth Holm Nørgaard, Head of E-commerce and Marketing, Salling
The results
Wider assortment, stronger results
The extended setup launched with around a thousand products from the online assortment and quickly outperformed expectations, doubling initial forecasts. The impact on sales and customer satisfaction was evident from the start, showing the value of having the online assortment integrated directly in the POS.
Instead of each store only selling from its own stock, staff can now access the full online assortment directly from the POS and place orders as part of the same transaction. This gives them a wider product base to sell from and makes it far less likely that a sale will be lost.
“We started the integration with around a thousand products from the online assortment, and results have been stronger than expected. It helps us serve customers across locations without adding complexity for them.”
- Kenneth Holm Nørgaard, Head of E-commerce and Marketing, Salling
Part of daily service
For store employees, the setup has become a natural part of daily work. They can check availability, add items, place orders and complete the purchase in one flow. Customers meet a wider range of products, and stores can keep the dialogue going instead of losing a sale.
“We hear good things from both the webshop and the stores. It’s become a natural part of how we help people find what they want.”
Kenneth Holm Nørgaard, Head of E-commerce and Marketing, Salling
The collaboration
Extending a proven POS foundation
The integration was developed in close collaboration between Salling and Fiftytwo. Fiftytwo provided the technical foundation through its POS solution, 52ViKING, and supported the setup so the Salling.dk connection integrated naturally with Salling’s in-store processes.
The project demonstrates how standard 52ViKING functionality can be extended to connect store and online sales in one coherent setup.
Looking ahead
Continuing to connect store and online
Salling continues to expand its assortment and strengthen the link between stores and digital channels. Together with Fiftytwo, Salling continues to build on the same principle of unified service that starts and ends with the customer experience. The collaboration continues to develop in line with how customers shop and expect to be served.
