OK lifts the customer experience: New store concept rolled out on the country’s motorways.

OK, a nationwide Danish energy company with fuel stations, charging points and convenience stores, is in the process of renewing the customer experience on Danish motorways. When the company takes over six motorway stations in January, motorists will encounter a new store concept focused on calm, quality and fast service – supported by flexible, digital technology.

Motorists on the country’s motorways will soon encounter OK in a new form. When the company takes over six motorway stations in January, renovations will begin, upgrading them to a new store concept focused on purpose, clarity, quality and better taste — both in terms of interior design and product selection. The first glimpse of the concept can already be experienced at OK’s test store in Ødum between Randers and Aarhus.

The background is the Danish Road Directorate’s 2025 tender, in which OK won the operation of Ejner Bavnehøj in both directions, Karlslunde in both directions, Skærup and Tappernøje. At five of the locations, ultra‑fast charging parks with more than 50 charging points will be established at the same time.

From pit stop to pause experience

OK will make the break simpler and more focused. Less noise, more quality, and taste placed at the center.

– The distinctive feature of OK’s new store concept is that we have put a lot of emphasis on ensuring that customers have a good experience when they enter the store. It should feel calm, it should feel clear, and there shouldn’t be too many choices. We want to make the choice on behalf of the customer. So we have focused heavily on quality, and we have put a great deal of emphasis on taste. And that is what we see here today in Ødum, says Daniel Ødegaard, director of OK’s store network.

– What customers will encounter here is a good experience, good taste and good quality in calm surroundings. And that is what people will experience going forward in OK’s new stores, he continues.

Flexible technology strengthens the flow

OK has also upgraded the stores’ checkout with self‑service and MobilePOS from Delfi Technologies. The self‑service solution is based on the Zebra KC50 – a compact kiosk device with a built‑in barcode scanner and NFC directly integrated into the screen, providing a fast and seamless checkout.

To avoid queues during busy periods, employees also use mPOS (a mobile checkout solution) based on the Zebra TC27 – a mobile PDA that functions as a complete, portable cash register.

– The technology must support our store concept and elevate the customer experience. With self‑service and mPOS, we keep the flow high even when traffic peaks, and we can give customers a calmer and more intuitive break, explains Klaus Bølle, IT Manager at OK‑Plus.

Ready for busy periods – less queue

The POS software is supplied by Fiftytwo, while Softpay handles payments on both self‑service and MobilePOS. The result is a faster, more flexible checkout that can scale within seconds.

The combination of self‑service and mobile checkouts gives OK a significant operational advantage during peak hours: queues are reduced, and the store environment maintains the calm and clarity that the concept is built on.

The technology has been tested in Ødum and will be rolled out to the remaining motorway stations at the beginning of 2026. The goal is the same for all locations: to create a stop where the break feels easier and calmer – whether the customer is refuelling, charging, or simply picking up supplies on the go.