This chapter explores the concepts of customer experience (CX), phygital customer experience, and digital customer experience. We begin by examining the evolution of the concept of experience in the economy, including the challenges of effectively understanding and measuring experiences. We then delve into the challenges of understanding CX in the context of digitalization and automation, specifically through the lens of self-service technology. This chapter provides an in-depth examination of the conceptualization of CX in unmanned stores and offers insights into how researchers and practitioners can navigate this evolving landscape.