Self-scan kiosks were introduced to stores as a quick fix for customers, but for many they have become a source of frustration. The problem is not the technology itself, but the feeling that people end up doing work for which retailers offer them no benefit.
Online discussions show a clear divide between people who appreciate the system’s autonomy and those who avoid it because of errors, wasted time and the impression that they are working for companies for free.
Full baskets and the trap of technical errors
The most common problem occurs when customers have large purchases, users say in a thread on Reddit. The systems are not designed for high volumes, and blockages occur quickly.
“If I have a full cart, I don’t go to the self-scan even if I die. I always get errors, I have to press how many bottles I have, etc”one user explained. Another pointed out the limitations of the devices: “They are limited to 20-25kg, I put 5 bottles of mineral water at 5L and (…) it was too much. On some it says a maximum of 10, 15 products”.
Rather than simplifying the process, scanning products on your own often ends up slowing it down. Age-restricted products, such as alcohol or energy drinks, must be validated by an employee. So are heavy basses. In these situations, customers end up waiting for store staff.
“I often give errors, I still have to run after those ladies at the cashier who now have to divide into 6-10 of these machines. If I have a full cart, which I often have, because I go to the store once a week… I don’t really have a way (…)”one shopper said.
“I’m just doing extra work to help a corporation fire people”
Beyond the technical issues, customers say they work for employees without getting anything in return.
“I don’t use them because I’m not paid by them. If they offered me a discount, it doesn’t matter how much… 2%, 5%… I would use them because theoretically they save the work of an employee, I should see it in the final price. But I don’t see that, I basically work to pay the same amount of money. Well, I didn’t work at the store”one user claimed.
The speed argument is contested by other customers, who say an experienced cashier moves faster. Additionally, many refuse to go the extra mile just to help companies downsize.
“After a hard day’s work, the last thing I need to do is cashier. I feel like it should be cheaper to self-scan because I’m helping the store hire fewer people, but it’s not, so I’m basically just doing extra work to help a corporation fire people.”
Fear of making mistakes
For some customers, the problem is not only the discomfort, but also the risk of making a mistake.
“And if you scan something wrong or forget to scan something, you’re liable to shoplifting charges. No thanks, I’m not an employee of the store to have those responsibilities“, explained another user.
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Even so, the system has supporters. For those who buy few products, self-scan checkouts remain a quick solution.
“Okay, if I have a lot of products I go to the normal store, but if, for example, I buy less than 10 products, I don’t see why I would waste 15 minutes in the queue. At self I finish in 2-3 minutes and I’m gone”, someone else said.
Some prefer options where products are scanned directly as they are placed in the cart, using apps or mobile scanners, to avoid repeated handling of products.
What the science says: Vending machines are destroying customer loyalty
The accelerated move to self-scan checkouts does not come without costs for retailers. A study published in Journal of Business Research shows that the checkout experience directly influences the relationship between the customer and the store, including the desire to return.
The paper reveals that interacting with a cashier increases customer satisfaction and loyalty, while using self-scan checkouts can have the opposite effect, especially for larger purchases.
Researchers explain the phenomenon through two simple mechanisms. The first is about effort. When an employee scans the products and places them in the bag, the customer goes through a passive, stress-free experience. Checkout becomes the last stage of the purchase, not a task in itself. In self-scan houses, this role is completely transferred to the customer, who must scan, confirm, check and correct any errors. This extra effort changes the perception of the whole experience.
The second mechanism is related to expectations. Customers naturally expect to be served. Human interaction, even minimal, conveys attention and involvement from the store. Without it, the experience becomes impersonal, and some customers interpret it as a drawback of the service, not an advantage.
The study shows that these effects are not uniform. For small purchases, the difference is almost negligible. If you only have a few products, the time gained can make up for the lack of interaction. Instead, as the basket fills up, the perception changes: each scanned product becomes an extra task, and frustration grows.
Another aspect highlighted by the research is the perception of fairness. When customers feel they are putting in the effort without getting anything in return—whether it’s a lower price or a clear benefit—satisfaction decreases. Without a visible reward, automation is perceived as a savings to the store, not a benefit to the customer.
In this context, the rapid expansion of self-scan houses raises a strategic problem for retailers. The desire to reduce staffing costs can directly conflict with the customer experience. And in the long run, researchers say, this can affect loyalty.
The proposed solution is a simple one: if stores want to encourage the use of self-scan checkouts, they must offer a clear advantage – either through real speed or concrete benefits, such as discounts or simplified processes.
