TARGET has been advised on how to run its operations by a frustrated customer fed up with poor shopping experiences.
The shopper from Glendale, Colorado, took to X, formerly Twitter, to call out the retailer’s approach to making changes at self-checkout.
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It comes after Target rolled out a new policy at the self-service kiosks earlier this year.
Under the new system, shoppers can only use self-checkout with 10 items or less, sending those with more shopping to manned registers.
In a press release announcing the change rolled out across all stores in March, Target said the new policy would improve efficiency and customer satisfaction.
Despite this claim, shoppers are unhappy as the policy is slowing down checkout across several stores.
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“@Target needs a better strategy than just closing self checkout,” the frustrated customer from Glendale wrote.
“Long lines, poor cashier staffing, annoyed customers.”
The retailer replied to the post asking for further information about the store so it could “make sure this is further reviewed.”
“We understand the importance of a speedy checkout and appreciate you reaching out to share your feedback,” Target added.
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Other Target shoppers have previously complained about long lines with one saying they were so bad they “walked right out” of the store.
Long waits come as customers complain that the alternative to self-checkout is just one manned register.
“I don’t even know what to say about this. ONE cashier?!” a confused customer said on X.
Others called the new policy “short-sighted” if the retailer fails to balance out the self-checkout change with enough cashiers for customers with more than 10 items.
“If just ONE customer gets out of line, they lose more money than what a cashier is paid per hour,” one said.
“It’s just so short-sighted. And if the customer vows to never return again, tells all their friends…”
However, the retailer noted in its press release that individual store managers will have the flexibility to manage the number of self-checkouts and manned registers.
With this in place, it means that the overall policy has flexibility so it can be molded to fit each store’s individual needs at any given time.
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.
“Store leaders have the flexibility to open more lanes staffed by team members and set self-checkout hours that are right for their store,” the press release stated.
“We’ll continue evolving to match guests with the right checkout options so they can get what they need,” the retailer added.
While this new system is hoped to improve efficiency and customer satisfaction, it is also in place to help tackle theft.
Last year, CEO Brian Cornell revealed during an earnings call that Target was set to lose $500 million solely due to theft.
“It’s an urgent issue,” he said at the time with his COO John Mulligan adding that “mitigation efforts” were being introduced to tackle the problem.
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However, Target officials must heed the warnings issued by retail analyst Molly Burke who spoke to The U.S. Sun about how such efforts could do more harm than good.
The U.S. Sun has reached out to the retailer for comment.
https://www.the-sun.com/news/11605023/annoyed-target-shopper-response-self-checkout-change/