A vending machine has an interactive customer experience. Some embodiments of the vending machine include a transparent front wall with a plurality of display units located behind the front wall. Each of the display units may contain an example of a product available for vending. Based on input received from a customer and other information, the vending machine may provide a recommendation for a product or products to select for purchase. The vending machine may highlight the recommendation by selectively illuminating the product display units that contain the recommended products.