---
title: We Asked Customers to Do the Work. Did We Forget to Trust Them?
description: How can retailers balance self-checkout convenience with loss prevention and customer trust? Lidl’s new technology offers a useful case study.
image: https://www.retailcx.ie/hubfs/Lidl%20Self%20service%20checkout.png
---

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 Oct 6, 2026, 4:35:05 PM

# We Asked Customers to Do the Work. Did We Forget to Trust Them?

![Picture of Mark Gould](https://www.retailcx.ie/hs-fs/hubfs/Mark%20Gould%20Colour%20Square.jpg?width=50&name=Mark%20Gould%20Colour%20Square.jpg) [Mark Gould](https://www.retailcx.ie/our-latest-thoughts-on-the-issues-and-solutions-in-customer-experience/author/mark-gould)

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![Lidl Self service checkout](https://www.retailcx.ie/hs-fs/hubfs/Lidl%20Self%20service%20checkout.png?width=960&height=720&name=Lidl%20Self%20service%20checkout.png)

I like shopping at Lidl. It's one of my favourite grocery stores because I think it uses technology in ways that really help customers.

I am generally sceptical about retailer loyalty apps. Too many ask customers to hand over considerable amounts of personal information in exchange for benefits that are hard to understand, difficult to redeem, or not particularly valuable.

The Lidl app stands out to me. The offers for app users are clearly shown in the store, and the personalised coupons usually match my shopping habits. The points system is simple to understand and use. More than that, it has sometimes changed what I buy. I've added items to my basket because the app offered a good reward or reminded me of something I might have missed. To me, that's proof the technology benefits both customers and the store. That's why I'm interested in Lidl's new self-checkout system.

##### Self-checkout gives customers something we rarely talk about

One thing that makes Lidl stand out is how fast the checkout is. Regular shoppers will know what I mean; products move quickly through the scanner. It's impressive from a business point of view, but as a customer, especially when shopping alone, it can sometimes feel like a race.

You try to pack your bags while the cashier keeps scanning items quickly. The packing area fills up, and the next customer's groceries are already waiting. Suddenly, it feels like you're holding up the line. It's efficient, but not always relaxing. That's why self-checkout gives you something we don't often talk about: control. You choose how fast to scan, when to pause, and when to pack your bags. You set the pace, not someone else. For some people, that might matter more than saving a few seconds in the queue.

##### Then comes the trust problem

Lidl is said to be adding new self-checkout machines with cameras above and screens that show customers a replay of their scanned items. The reason for this technology is clear. Self-checkout puts some of the store's work in customers' hands. Most people scan everything correctly, but some make mistakes, and a few might not scan everything on purpose.

Loss from self-checkout is a real issue, and stores have a right to protect themselves. But this technology raises an uncomfortable question. If I'm doing part of your job, how closely should you watch me? Helpful monitoring can start to feel like suspicion. This matters because self-service depends on trust between the store and the customer. Saying “You can do this yourself” feels empowering, but if the technology also says, “And we're watching you closely in case you cheat,” it changes the whole experience.

##### The customer is now both worker and suspect

Self-checkout has always been a trade-off. The store saves on staff costs, and the customer gets speed, independence, or convenience. That can work well, but as monitoring increases, something else comes into the deal.

Now, the customer does the work while being watched to make sure they're honest. This might be needed for business reasons, but it has to be handled carefully. The big risk is a false alarm. The customer scans everything, but the machine thinks they missed something. A light flashes, and a staff member comes over. Suddenly, a high-tech system creates a very basic human problem. The customer might feel embarrassed, and the staff member might feel awkward. Other shoppers might be watching, and how the staff member handles it will decide if it feels like help or an accusation.

##### Technology does not remove the colleague

This is where I think many arguments for self-service oversimplify things. Technology is often sold as a way to save on staff, have fewer manned checkouts, increase self-service, and lower costs. But automation doesn't get rid of people; it just changes when you need them.

Routine transactions go away, and staff are more likely to show up when something goes wrong. This makes their job harder. Instead of just asking, “Would you like a bag?” they might have to handle a missed scan, check someone's age, fix a payment issue, or help a customer who feels accused by the technology.

These situations require good judgement. How staff speak and act really matters. They need to explain what's happening without making things worse, and sometimes override the technology quickly.

##### A false positive is a customer-experience event

Retailers will naturally measure whether these systems reduce shrinkage, but that cannot be the sole measure. They should also know:

- How often does the system incorrectly intervene?
- How long does it take a colleague to respond?
- How often does the colleague override the alert?
- What does the customer experience while waiting?
- What behaviours have colleagues been trained to use when approaching the customer?

It's one thing if a machine makes a mistake, but it's much worse if a customer leaves the store feeling like they've been publicly accused of being dishonest. The first is a technical issue; the second affects the customer's experience.

##### Lidl already understands customer technology quite well

That's one reason I find Lidl interesting. In my experience, its loyalty app is a good example of technology that really gives value. I share information about my shopping, and in return I get offers that are usually relevant, easy to understand, and simple to use. The benefit feels real. This matters because people will accept a lot of technology if the trade-off feels fair.

Self-checkout is another trade-off: the customer does some of the work, and the store offers more freedom and convenience. But monitoring adds another layer. Now, customers are asked to give up some privacy and trust to keep that convenience. It's a much harder balance to get right.

##### The leadership question

There's a bigger lesson here beyond Lidl. Stores are quickly adding technology to watch customers, like cameras, facial recognition, and AI for loss prevention. Most of these tools are used for good reasons. But leaders should ask more than just whether they reduce losses. They should also ask: How does this make honest customers feel? What does staff have to do when the system makes a mistake? These questions affect whether people trust and keep using self-service. In the end, they decide if customers stick with it.

##### My final thought

I think self-checkout can improve shopping. I use it myself, and at Lidl, where the regular checkouts are already very fast, I especially like being able to set my own pace.

But freedom and trust go hand in hand. If stores want customers to do more themselves, they also need to think carefully about how they watch over them. There's a thin line between saying, “We've made this easier for you” and “We've made this easier for us, and now we're watching to make sure you don't take advantage”.

The best self-service experience is probably somewhere in the middle. It should be fast enough for the store, give the customer enough control, be secure enough to protect the business, and be human enough that when something goes wrong, someone knows how to fix it.

**If you ask customers to do the work, you also need to give them a reason to feel trusted while they do it.**

### Continue the conversation

This article looks at the balance between self-checkout convenience, loss prevention and customer trust. In the fuller Substack version, I explore why control matters to customers, how monitored self-service can change the emotional experience, and why colleague judgement becomes critical when the technology gets it wrong.

[Read the full Substack article →](https://retailcx.substack.com/p/we-asked-customers-to-do-the-work?r=6oqolv&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true)

*Part of the RetailCX Blueprint, a growing collection of practical ideas, frameworks and real-world examples to help organisations deliver better customer and colleague experiences.*

*At RetailCX, we specialise in helping organisations harness the power of leadership and employee engagement to enhance customer experiences. [Contact us](https://www.retailcx.ie/contact) to learn how we can support your journey toward a more innovative and customer-centric future.*

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