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By Dan Ludwick | May 12, 2026
Self-Service Kiosks Reduce Shopping Friction and Drive Confident Customer Purchases
I recently had the pleasure of joining a fascinating discussion with Deborah Weinswig of Coresight Research and my colleague, Chip Yager from Zebra Technologies. We explored the evolving landscape of self-service technology in retail. One thing became crystal clear during our conversation: the dialogue around self-service has moved far beyond simple checkout efficiency. We find ourselves in what Deborah aptly called the “second inning” of this evolution, where the focus shifts from a single, transactional moment to enabling the entire customer journey.
Many retailers today believe they have mature self-service options, but our recent research with Coresight and Zebra tells a different story. The findings reveal that only about 23% of retailers possess fully scaled solutions across their store fleets. This presents a massive opportunity. A significant 80% of retailers plan to invest in or expand their self-service capabilities within the next 24 months, signaling a clear recognition that these technologies represent the future of the in-store experience.
From Friction Points to Confident Purchases
Friction remains the enemy of retail. It appears at multiple points, from locating a product to making a final purchase decision. Our research highlights that more than 60% of retailers see challenges for shoppers in finding products and navigating the store. Even more, over 65% report friction in the decision-making stage, where customers need access to product information, comparisons, and pricing clarity.
Modern self-service technologies directly address these issues. Imagine a shopper who can instantly access product specifications, see what is in stock, and even view items available through an endless aisle. These digital touchpoints provide real-time, contextual information exactly when and where the shopper needs it. This capability turns a moment of uncertainty into a moment of confidence. Confident shoppers build bigger baskets and feel better about their experience, which fosters loyalty and retention. By moving technology upstream from the checkout lane, we empower customers along their path, ensuring that by the time they complete their purchase, the key opportunities for a positive experience have been captured, not lost.
Unlocking Your Most Valuable Asset: Your People
A common misconception suggests that self-service technologies diminish the human element in retail. Our findings point to the opposite conclusion. When we automate routine and repetitive tasks, we untether associates from fixed stations. This frees them to engage with customers in more meaningful, high-impact ways. Instead of managing queues, associates can now assist with complex purchase decisions, resolve issues, and enhance the overall shopping journey.
The data shows a tangible impact on labor allocation. On average, self-service solutions can free up the capacity of about four associates per store. This represents nearly a quarter of the front-of-store labor capacity, translating into significant annual value. Retailers redirect this capacity toward higher-value activities.
Our research shows 59% of retailers reallocate this labor to support merchandising and inventory tasks, which directly improves on-shelf availability. A remarkable 77% of retailers reported improved out-of-stock detection after deploying these technologies. Another 50% of retailers shift associates to provide more in-store customer assistance, creating a more helpful and supportive environment that perfectly complements the efficiency of self-service. This creates a truly connected frontline.
The Platform Approach: Building for the Future
The most forward-thinking retailers now treat self-service as a comprehensive, integrated platform. They understand that deploying isolated point solutions creates a fragmented experience. Instead, they build on a foundation of common, commercial-grade technology that connects every touchpoint, from kiosks and price checkers to handheld scanners and point-of-sale systems. This approach provides real-time insights into operations and enables optimized workflows.
The financial returns on this strategy prove compelling. The research we discussed in the webinar found that 64% of retailers recover their initial investment in self-service technologies within 24 months. An incredible 95% achieve a positive ROI within three years. These figures underscore why so many plan to expand their deployments. They see a clear path to enhancing the customer experience while driving business growth.
These insights only scratch the surface of our conversation. To get the full story and discover more about how you can create a frictionless and modern in-store experience, I encourage you to watch the full on-demand webinar.
