Target Modifies Checkout Strategy

Beginning Sunday, Target will change the way customers checkout so that it is more efficient and user-friendly, according to the retailer.

During the pandemic, customers preferred using self-checkouts for all their purchases because it offered them a contactless option, said Target.

Last fall, the retailer piloted Express Self-Checkout with limits of 10 items or fewer at about 200 stores to learn more about customers’ self-checkout preferences. Target found that self-checkout was twice as fast at the pilot stores. By having the option to pick self-checkout for a quick trip, or a traditional, staffed lane when their cart is full, customers surveyed said the overall checkout experience was better.

Guided by this feedback, Target is implementing the following chainwide changes. 

• Target will roll out Express Self-Checkout with limits of 10 items or fewer at most of our nearly 2,000 stores nationwide.

• The retailer will open more traditional lanes staffed by employees across all stores for customers who have more in their carts, need assistance, or prefer the experience.

• Store leaders have the flexibility to open more staffed lanes and set self-checkout hours that are right for their store.

• Target will invest in additional training to ensure that employees can provide top-quality service during the checkout.