On the trend of retailers rolling out self-service concepts, Academic Director of the Institute of Service Excellence at SMU (ISES)  and Assistant Professor of Marketing (Practice) Marcus Lee said that retailers should not neglect their customers’ shopping experience. He said, “Self-service concepts can be implemented in many areas, however, to ensure success, retailers should design self-service processes from the customers’ point of view, and not treat self-service as a replacement for staff.