‘Be prepared,’ warns Target shopper after new policy forces you ‘to stand in long lines’ with two checkout stations open

IN a bid to enhance the checkout experience, Target has implemented a new self-checkout policy, limiting shoppers to 10 items or fewer in these lanes.

This change is part of Target’s broader strategy to streamline the shopping process and improve customer satisfaction — but some customers aren't satisfied.

The new policy is a significant shift in the retail landscape, where self-checkout options have become increasingly popular.

Target's move comes amidst a wave of updates from various retailers aiming to refine their checkout systems.

The company hoped that by restricting the number of items at self-checkout, it will expedite the process for customers with smaller baskets while reducing wait times.

The new rules are backed by data from tests conducted at approximately 200 stores last year, per a Today report.

Target found that self-checkout was twice as fast when customers were limited to 10 items.

The company reports that this change has led to a better overall checkout experience.

Customers appreciated the option of a speedy self-checkout for smaller purchases, per reports from the retailer.

The policy was implemented on March 18, 2024.

It, however, has not been without controversy.

NOTE THE SARCASM

Recent tweets from frustrated shoppers highlight some of the challenges.

"@Target 17 checkout counters. 2 open. Long lines. All 4 self-checkout open for 10 items or fewer. If you want to buy more than 10, be prepared to stand in long lines. What a fantastic shopping experience."

"No line for self checkout this morning yet we had to wait so one of your 'skilled team members' could check us out in the only open line," wrote another user.

"Not a great customer experience," they added.

Why doesn't Walmart offer Apple Pay?

CEO of Walmart Doug McMillon has revealed why stores don't offer Apple Pay on Stratechery with Ben Thompson.

Though using Apple Pay at the retailer has been an ongoing conversation, McMillon emphasized that "We would like to have the customers open our app in the store all the time."

The app can be used to help find items in the store, but it can also be used to pay for your purchases.

"That’s one of the things that we would like people to use our app for," he said.

In response to these concerns, Target has announced plans to increase the number of traditional checkout lanes staffed by cashiers.

Each location will have the flexibility to set their own hours for self-checkout availability, aiming to ensure that Express Self-Checkout is accessible during the busiest shopping periods.

Walmart isn't the only retailer implementing new policies to reportedly improve customer experiences.

Costco has updated its self-checkout policy as well.

It includes new measures to prevent non-members from using others' membership cards.

The company now requires shoppers to present a photo ID along with their membership card when using self-checkout registers.

Plus, DoorDash has introduced a new policy designed to enhance protection for delivery drivers and address issues with problematic customers.

Under the new rule, some customers will be required to provide a PIN to delivery drivers upon the delivery of their order.