Target setting item limit for self-checkout

Self-checkout terminals at Target will be restricted to customers buying less than a certain number of products.

Following broad usage of its contactless self-checkout terminals during the COVID-19 pandemic, the discounter ran an express self-checkout pilot with limits of 10 items or fewer at about 200 stores in fall 2023 and found that self-checkout was twice as fast at its pilot stores.

In addition, surveyed customers indicated that having the option to pick self-checkout for a quick trip or a traditional, staffed lane when they are purchasing a larger number of items made the overall checkout experience better.

Based on pilot results and customer feedback, Target is making updates chainwide to its checkout process. Beginning Sunday, March 17:

• The retailer is rolling out express self-checkout with limits of 10 items or fewer at most of its nearly 2,000 stores nationwide.
• Target is opening more traditional lanes staffed by associates across all stores for customers who have more in their Target carts, need assistance, or prefer checking out with a human cashier.
• Store managers have the flexibility to open more lanes staffed by associates and set individual self-checkout for their store. While the hours of operation may vary based on store needs, express self-checkout will be available during the busiest shopping times.
• Target will invest in additional employee training to support customer service during checkout.

"We’ll continue evolving to match customers with the right checkout options so they can get what they need — alongside same-day fulfillment services like drive up, order pick up and Target’s same-day delivery," Target said in a company fact sheet. "It’s all in service to demonstrate the convenience, joy and value of the Target run."

According to CNBC, chief Target rival Walmart says it is adjusting how it uses self-checkout terminals at some stores, with those locations possibly starting or ending the day only offering checkout using store associates.

“As the number of shoppers and associate staffing increases, these stores open self-checkout registers to manage the increased customer flow,” a Walmart spokesperson said on the NBC morning news program Today. "This process isn’t new."

Data from the first NCR Voyix Digital Commerce Index indicates that younger consumers are more likely to prefer self-checkout, although number of items also plays a role. Forty-three percent of surveyed consumers expressed a preference for self-checkout over traditional checkout.

The survey found that more than half (53%) of younger shoppers (ages 18 to 44) prefer self-checkout. Of those consumers who prefer self-checkout, speed, shorter lines and privacy are most important.

Surveyed shoppers aged 45-to-60-plus prefer traditional checkout. But the top reason behind their choice is that they often have many products at check out and may find a regular lane less time-consuming, according to the study.