Self-service is being used more and more in Retail situations. But some retailers are reluctant to jump on the train towards a more self-reliant customer journey. Arguments to not use self-service are often: we want to keep offering more personal service, our customers do not feel comfortable using it (non-adaptive) or we will lose the connection with our customers and community. However all these prejudices do not hold up if you want to offer a good self-service solution. Because offering self-service goes beyond optimizing and cost savings, it is about knowing your customers and their needs. Good self-service is personal and differs from customer to customer. Meaning you have to align self-service to the values of your store, brand and customers to get the most out of it.