The purpose of this conceptual paper is to provide input for the study of self-services technologies (SST) from the perspective of the retail industry. Drawing on existing literature an improved typology of SST technologies for retailer is developed. Further, the potential ways to increase profitability through SST for retailers and the role of the retailer's business model are discussed. Finally, it is proposed that retailers should consider all three phases in the purchase process, when implementing SST. Real-life examples of SST applications in each phase in the purchase process are provided for all three business models. Possible future research directions are offered.