<body><div><figure><img src="https://img.particlenews.com/image.php?type=thumbnail_580x000&amp;url=1KWeAX_0vl59iOb00" alt="https://img.particlenews.com/image.php?url=1KWeAX_0vl59iOb00" width="1280" height="853" ></figure>THE CEO of Target has broken his silence on the future of the controversial anti-theft policies that have infuriated customers for years.<a href="https://www.the-sun.com/topic/target/">Target</a> shoppers often complain about being met with safety measures including <a href="https://www.the-sun.com/money/12041273/walmart-and-target-staff-reveal-truth-locked-items/">glass lock boxes</a> and <a href="https://www.the-sun.com/news/11035604/target-self-checkout-tech-upgrade-security-truscan/">complex security tech</a> at <a href="https://www.the-sun.com/money/12307401/target-shopper-forced-long-line-self-checkout-limit/">self-checkout</a> while trying to buy everyday items at the store chain.<nbtemplate data-id="AdPlaceholder" data-content="JTdCJTdE"></nbtemplate><figure><img src="https://img.particlenews.com/image.php?type=thumbnail_580x000&amp;url=4EkSEY_0vl59iOb00" alt="https://img.particlenews.com/image.php?url=4EkSEY_0vl59iOb00" width="1000" height="1500" ><figcaption>Brian Cornell speaking at a Disney event in August 2019 Credit: Getty</figcaption></figure><figure><img src="https://img.particlenews.com/image.php?type=thumbnail_580x000&amp;url=2lFeEn_0vl59iOb00" alt="https://img.particlenews.com/image.php?url=2lFeEn_0vl59iOb00" width="1240" height="826" ><figcaption>Target products locked behind glass cabinets that were installed as anti-theft measures Credit: Getty</figcaption></figure><nbtemplate data-id="AdPlaceholder" data-content="JTdCJTdE"></nbtemplate>The <a href="https://www.the-sun.com/money/retail/">retail</a> giant ramped up anti-crime efforts near the end of 2023 after theft caused financial loss for the company, causing <a href="https://www.the-sun.com/money/9249374/target-store-closures-jobs-seattle-portland-nyc/">nine underperforming stores to close</a> in October.Despite the backlash from customers reporting a more complicated shopping experience, Target CEO Brian Cornell said the measures are creating positive change."I feel so much better today than I did a year ago," Cornell told <a href="https://finance.yahoo.com/news/target-ceo-hopes-the-company-will-eventually-remove-locked-cases-as-it-combats-retail-theft-130049971.html?src=rss&amp;ncid=twitter_yfsocialtw_l1gbd0noiom&amp;guccounter=1&amp;guce_referrer=aHR0cHM6Ly90LmNvLw&amp;guce_referrer_sig=AQAAAIkOnYz_SxOLaZov-QnsY876f8ZfCI9tqH3fO-4BSueRaGUF5dbMoo1LjJEo9AEw8QId0vOlbuEk1GyK7dqTq-nMH8IfClTw2mH3vk7qd0nE3bj3yBZVfxt4MfhTAH5qAEpJ-pN_CMbklX0r7IXD5-K3Ge6oa5oX8uPZUjrvSCSC">Yahoo Finance</a>."It comes back to support at the federal level, at the state level, and at the local level."In June 2023, the Federal Trade Commission passed the Integrity, Notification, and Fairness in Online Retail Marketplaces for Consumers Act.The legislation stops criminals from selling stolen, counterfeit, or unsafe products through online marketplaces.<nbtemplate data-id="AdPlaceholder" data-content="JTdCJTdE"></nbtemplate>Under the act, third-party marketplaces like Amazon and Ebay require sellers to be more transparent about who they are and what they're selling.Violators are forced to pay a penalty of $50,120 per infraction.Cornell praised the new legislation for "starting to crack down on some of the marketplace abuses that were out there."He also said that lawmakers in states like <a href="https://www.the-sun.com/where/california/">California</a> are starting to act in order to punish thieves. California Governor <a href="https://www.the-sun.com/who/gavin-newsom/">Gavin Newsom</a> recently <a href="https://www.the-sun.com/news/12222390/california-retail-theft-new-crackdown-laws/">approved three laws</a> that would make it easier to arrest thieves and ban them from stores."It's going to take several years," Cornell said, acknowledging that change doesn't happen overnight."We're trying to make sure we can control what we can control."<nbtemplate data-id="AdPlaceholder" data-content="JTdCJTdE"></nbtemplate>Cornell went on to say that the <a href="https://www.the-sun.com/news/7952319/disturbing-targets-anti-theft-retailer-san-francisco/">glass cabinets</a> locking up Target products like razors, <a href="https://www.the-sun.com/news/11893064/hour-to-buy-socks-target-locked-shelves-anti-theft/">socks,</a> and soap aren't ideal - but that the store had to act in order to prevent more loss due to theft.<h2>Target's anti-theft measures </h2>Target has implemented multiple anti-theft measures to combat crime in the store.The retail giant has placed some <a href="https://www.the-sun.com/news/11647967/target-locked-up-items/">items behind locked cases</a>, which has resulted in customer backlash.In April 2024, reports surfaced that it is planning to add <a href="https://www.the-sun.com/news/11035604/target-self-checkout-tech-upgrade-security-truscan/">TruScan cameras</a> to its self-checkout registers.Target also added weight sensors to its self-checkout registers in another move to combat theft."To be clear, we do not like locking up product, but we like running stores, and we want to keep our stores open," the CEO said.<nbtemplate data-id="AdPlaceholder" data-content="JTdCJTdE"></nbtemplate>"We want to make sure they're safe."He said that he "certainly hopes" that the chain will be able to get rid of the locks one day, but that it'll take more anti-theft legislation at the state and federal levels.<h2>'RIGHT BALANCE'</h2>Cornell added that the self-checkout changes have been a process of trial and error - but that the improvements were necessary."We're getting back to the way self-checkout should have been used," Cornell said."More team members running service-belted lanes, self-checkouts there for smaller baskets, 10 items or less. "It's the right balance and we get better interaction," Cornell said, speaking of guest experience.The U.S. Sun has reached out to Target for comment.<nbtemplate data-id="AdPlaceholder" data-content="JTdCJTdE"></nbtemplate></div></body>

Mountain View, CA

THE CEO of Target has broken his silence on the future of the controversial anti-theft policies that have infuriated customers for years. Target shoppers often complain about being met with safety measures including glass lock boxes and complex security tech at self-checkout while trying to buy everyday items at the store chain.