Target says its recent changes to the checkout experience, including limits on self-checkout use, are paying off.
In a blog post, the retailer described the shift as “a great success,” noting that the combination of revised self-checkout policies and other service improvements has enhanced the customer experience across stores.
As part of the changes, store leaders now have more flexibility to adjust the balance between staffed registers and self-checkout lanes throughout the day.
The aim is to ensure more self-checkout availability during peak shopping periods, while still maintaining staffed options for those who prefer them.
While self-service remains a popular option for many shoppers, retail analysts continue to caution against relying too heavily on automation.
Experts note that cutting back in-store staff in favour of self-checkout technology can compromise customer service, especially when issues arise that require human support.
Some retailers are actively working to strike a better balance. IKEA, for instance, has designed its self-service approach with employees in mind.
When the company introduced its Upptäcka kiosks in June last year, it highlighted how automation would free up staff to focus on more meaningful customer interactions rather than solely operating tills.
Others, however, have pulled back. Walmart has removed self-checkout kiosks from select stores based on employee and customer feedback, while Dollar General has eliminated most of its self-checkout lanes in a bid to curb theft and foster greater staff engagement with shoppers.
As more retailers reassess the role of automation, Target’s strategy appears to centre on flexibility, giving store teams more control while maintaining a balance between speed, convenience, and human service.
Target’s announcement comes off the back of the reports from customers that the retailer was removing machines, implementing 10-item limits and lanes sitting idle or closed.
Some stores appear to have removed the kiosks entirely, with one shopper posting on Reddit that all self-checkouts at their local store disappeared overnight.
An accompanying photo showed roped-off areas and floor marks where the kiosks once stood. “The Target I live near completely got rid of self-checkout,” the post read. “[I’m] expressing shock at how sudden and extreme this was.”
Retail analyst Neil Saunders of GlobalData pointed to inconsistent messaging and policy execution. “Target’s self-checkout policy has been through a lot of changes and has caused frustration for customers,” he told DailyMail.com.
This isn’t the first time a Target store has eliminated self-checkout. In Emeryville, California, the retailer removed kiosks in 2023 in a bid to reduce shoplifting. That same year, Target cited theft as a reason for multiple store closures nationwide.
Despite the changes, Target maintains that it remains committed to self-checkout. A spokesperson said, “Target is not removing self-checkout. We offer it in the vast majority of our stores and have no plans to change this.”
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