Self-service: A global phenomenon
Few retail technologies are evolving as rapidly as those designed to make shopping faster, easier, and more convenient. Self-scanning and other self-service solutions have gained momentum among both retailers and shoppers around the world.
Yet no two markets are the same. Factors such as technology adoption, customer expectations, and shopping behaviour all influence how self-service solutions are perceived—and which approaches are most successful.
Explore the latest research on self-service technologies from markets around the world and discover what retailers can learn from each.
Self-scanning in Portugal: Driving long-term usage and satisfaction
Portugal is another market where self-scanning has been successfully adopted. A recent study of users of a mobile self-scanning application from a major supermarket chain offers valuable insights into the factors that encourage customers to continue using self-scanning while shopping:
The study of 217 users of a mobile self-scanning app from a major supermarket chain in Portugal found that customers are most likely to continue using self-scanning when they perceive it as useful and are satisfied with the experience. The research also showed that users who are more comfortable with technology find the app easier to use and more valuable, increasing their overall satisfaction. In addition, high service quality positively influences customer satisfaction and encourages continued use, while customers who prefer personal interaction are generally less inclined to adopt self-scanning.
The findings highlight the importance of creating intuitive, reliable, and high-quality self-scanning experiences to drive long-term adoption in Portuguese retail.
U.S Retail stores: The impact of self-scanning on customer behaviour and store performance
As self-scanning has become more widespread in the United States, some hesitation toward self-service solutions still remains among both retailers and shoppers. However, a study of Mobile Consumer Scanning Technology (MCST) at a major US retailer found that self-scanning can have a clear impact on both customer behaviour and store performance. By allowing shoppers to scan products as they pick them from the shelves and complete payment without rescanning at checkout, the technology helps reduce checkout time and make shopping more convenient.
The study found that MCST led to more frequent customer visits, an expanded customer base and market area, and shorter in-store dwell time. In other words, self-scanning not only saves time for shoppers but can also help physical retailers stay competitive with online shopping by improving the overall in-store experience.
Romania and self-scanning: Different generations, different perceptions
Consumers do not all perceive self-scanning in the same way. A recent study from Romania shows that factors such as age can have a significant influence on how shoppers view and use self-service technologies.
The study of 126 supermarket shoppers in Romania found that attitudes toward self-scanning and self-service technologies vary significantly across generations. Younger consumers, particularly those under 25, are more motivated to visit supermarkets offering self-scanning, and this motivation gradually declines with age. Respondents under 35 also perceive the technology as highly beneficial, while older shoppers view it as only moderately beneficial.
The study also found generational differences in ease of use and perceived time savings. Most age groups considered self-scanning easy to use, except for respondents over 45, who reported moderate difficulties. Likewise, younger shoppers felt that self-scanning saved them time, whereas older consumers perceived little difference compared with traditional checkout methods. The findings suggest that retailers should adapt their self-scanning strategies and user experience to better meet the needs of different generations.
Self-service in Czech Republic: Increased shopping frequency among B2B customers
The benefits of self-service solutions are not limited to traditional retail consumers. A study from the Czech Republic examined how introducing self-checkout technology influenced the shopping behaviour of B2B customers at a retail chain, using actual point-of-sale transaction data.
The study found that implementing self-checkout significantly increased shopping frequency and monthly sales per customer, while having no significant impact on the number of items purchased per transaction or the average price per item. In other words, business customers did not buy more during each visit, but they returned to the store more often after self-checkout was introduced. The findings suggest that, for B2B customers, the convenience of self-service primarily reduces transaction costs and encourages more frequent visits rather than changing purchasing decisions, highlighting self-checkout's potential to strengthen customer loyalty and drive long-term sales growth.
Finnish self-service: Creating a better shopping experience for international students
As the number of international students in Finland continues to grow, retailers have an opportunity to make self-service shopping more accessible and inclusive. A study examining international students' experiences with self-checkout in Finnish supermarkets found that self-service technology generally meets or exceeds their expectations, despite potential language and cultural barriers.
The study found that system reliability, staff responsiveness, transaction security, and staff courtesy were particularly highly rated. However, language accessibility and empathy towards international customers were identified as areas with room for improvement. While language options were viewed positively overall, many respondents reported limited Finnish language skills, highlighting the importance of multilingual interfaces and clear visual instructions. The findings suggest that retailers can further improve the shopping experience for international customers by making self-service solutions more inclusive, ultimately strengthening customer satisfaction and long-term loyalty.
The Swiss case: Building trust through self-service
Successful self-service is about more than speed and convenience. A Swiss study explored how self-service technologies influence the relationship between retailers and consumers, highlighting the importance of trust, customer empowerment, and the value shoppers receive in return for their participation.
The study found that trust and a fair balance between customer effort and perceived benefits are key to maintaining a positive retailer–customer relationship. Consumers who feel they receive sufficient value in return for using self-service are more likely to embrace the technology, while those who perceive the effort to outweigh the benefits may become frustrated or disengaged. The research also showed that tech-savvy shoppers tend to enjoy the greater sense of control offered by self-service, whereas others may require additional guidance and support. The findings suggest that retailers should design self-service solutions that not only improve efficiency but also build trust and cater to customers with different levels of confidence and experience.
Findings from Japan: Reducing friction in the self-service experience
Self-service does not only change how customers shop, it also changes how they interact with the retailer. A study from Japan found that when self-service technologies replace frontline employees, the entire service encounter can feel different for customers.
The study showed that manned service interactions often rely on more implicit communication, while self-service systems tend to use more explicit instructions. This shift can be helpful in some situations, but it may also create a higher cognitive burden for customers, especially when something goes wrong. During service failures, overly explicit or poorly adapted communication from self-service systems had a negative effect on customer evaluations. The findings suggest that retailers and technology developers should design self-service experiences that feel intuitive, supportive, and easy to follow — not only when everything works, but also when customers need help.
Building trust for long-term self-service adoption in Germany
While self-service technologies continue to expand in Germany, many shoppers still prefer traditional staffed checkouts. A German study explored what encourages both first-time and experienced customers to adopt self-scanning and self-checkout, identifying trust as a key factor for long-term success.
The study found that trust, enjoyment, and perceived usefulness all play an important role in encouraging customers to use self-service technologies. However, their importance varies depending on the user's experience. For prospective users, the enjoyment of using self-service is a major driver of adoption, while experienced users place greater value on the practical benefits and trustworthiness of the technology. Trust was found to be essential for both groups, highlighting the importance of designing self-service solutions that are not only efficient and reliable but also enjoyable and confidence-inspiring.