Target is bringing a new accessibility-focused self-checkout experience to its stores, designed specifically for shoppers who are blind, low-vision, or have motor disabilities.
The solution, which Target describes as the first of its kind, will begin rolling out during the 2025 holiday season and continue into early 2026.
Developed in collaboration with the National Federation of the Blind (NFB), it was shaped by input from Target’s own senior manager of UX accessibility, who is blind, and his daughter, who is low-vision.
The new system integrates into Target’s existing self-checkout technology, providing independent use through accessible features including:
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Braille and high-contrast button icons
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A headphone jack with volume control
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Physical navigation buttons and a dedicated info key
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A tactile controller co-developed with touchscreen partner Elo
All screen and payment prompts are read out loud in a single audio stream. Target said it is also working with suppliers to make the technology available to other retailers.
“This season brings so much joy for our guests, but we know it can be overwhelming, too,” said Adrienne Costanzo, executive VP and chief stores officer at Target.
“That’s why even small wins matter – like an accessible self-checkout that helps guests shop their way, with confidence.
“Put that together with our no-wait checkout experience at staffed lanes or express self-checkout, and you’ve got the kind of Target run we know guests are counting on. Because at the end of the day, shopping with us should be easy, move fast, and feel good – period.”
Target already offers additional accommodations such as Caroline’s Cart, an adaptive cart that can support children and adults with disabilities, and has been recognized by the Disability Equality Index for its workplace inclusion practices.
The Minneapolis-based retailer operates nearly 2,000 stores across the US alongside its e-commerce site.
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