Danish consumers have long demanded the ability to pay for goods directly from their smartphones and now it’s coming, in a limited version anyway.
The supermarket chain Dansk Supermarked – which operates Netto, Føtex, Bilka and Salling stores – has announced a partnership with Danske Bank that will soon allow shoppers to pay with their phone at the chain’s 556 stores nationwide.
The supermarket said in a press release Wednesday that it is rolling out a trial programme using Danske Bank’s MobilePay platform, which is one of the biggest mobile payment players within the Danish market.
“We believe that this will be the mobile payment solution of the future for large chains in the Danish retail branch. It is a very customer-friendly and intuitive solution in which you receive the amount directly on your mobile screen and approve the payment with a swipe,” Kenneth Nielsen, Dansk Supermarked’s head of e-commerce, said.
The trial is already underway at a Føtex location in Aarhus, but the company said that “after a trial period, the solution can quickly spread to all” of the chain’s stores.
Nielsen said that customers shouldn’t fear having to embrace the new system if they don’t want to.
“We have over 200 million payments per year in Denmark. I wouldn’t be surprised if five percent of them come via mobile phones by next summer. But it’s up to the customer to decide. We are still very happy with the Dankort [national debit card, ed.] and we see mobile payments as a new and promising supplement to cards and cash,” he said.
Analysts said that the new partnership would likely prompt other Danish companies to jump on the mobile payment bandwagon.