A FUMING shopper has slammed the retailer for long wait times at the self-checkout kiosk.
Target customers said they’re making the switch to online shopping.
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“@Target if your stores are shutting down self checkout then hire more damned checkers,” tweeted one shopper. “One checker is unacceptable bullshit.”
“They are the worst,” another X, formerly Twitter, user replied.
“Stores wonder why people order online now. I don’t have time to wait. I very rarely step foot in a store now.”
BIG CHANGES
In March, the retailer announced that it would be making a big change to self-checkouts.
Beginning March 17, Target rolled out an express self-checkout experience that limits customers to 10 items or fewer on self-checkout lines, according to a press release.
The initiative was introduced at nearly 2,000 stores nationwide.
Before that, the concept was piloted at about 200 stores last fall.
“Checking out is one of the most important moments of the Target run, and we know that a fast, easy experience — whether at self-checkout or the lanes staffed by our friendly team members — is critical to getting guests on their way quickly,” read the statement.
During the pandemic, the retailer realized that many guests preferred using self-checkout for their purchases because it offered them a contactless option.
Target affirmed that “ease and convenience” are at the top of their priorities when designing and implementing new checkout policies.
BUYER BEWARE
This comes after many retailers have noticed a rising trend of crime and shoplifting.
To deter shoppers from stealing, Target has implemented anti-theft policies.
Some of these initiatives include beefing up security, enforcing random receipt checks, and limiting self-checkout items.
While Target fans used flock to the retail store, many said they no longer enjoy the once-simple “Target run.”
Latest self-checkout changes
Retailers are evolving their self-checkout strategy in an effort to speed up checkout times and reduce theft.
Walmart shoppers were shocked when self-checkout lanes at various locations were made available only for Walmart+ members.
Other customers reported that self-checkout was closed during specific hours, and more cashiers were offered instead.
While shoppers feared that shoplifting fueled the updates, a Walmart spokesperson revealed that store managers are simply experimenting with ways to improve checkout performance.
One bizarre experiment included an RFID-powered self-checkout kiosk that would stop the fiercely contested receipt checks.
However, that test run has been phased out.
At Target, items are being limited at self-checkout.
Last fall, the brand surveyed new express self-checkout lanes across 200 stores with 10 items or less for more convenience.
As of March 2024, this policy has been expanded across 2,000 stores in the US.
Due to the heightened security and understaffed stores, consumers said they don’t prefer shopping in-person anymore.
Many consumers switched online shopping and pick-up methods to get their everyday essentials – which is reflected in Target’s first quarter 2024 earnings results.
The retailer reported that digital business returned to growth in Q1, fueled by same-day services and continued enhancements to the digital experience. Â
Target also introduced new programs like Target Circle Card and Target Circle 360 together to drive consumer engagement and sales.
Meanwhile, one retailer was forced to shutter it doors after concerns about shopper safety.
And a Costco shopper left $150 worth of groceries at the checkout line because of the retailer’s strict membership policy.
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