Target is pulling back on what's become a ubiquitous and often speedier way for customers to pay for their purchases in stores.
The retailer on Thursday said it's making changes to a key part of the buying process — the checkout line. Customers who choose self-checkout will be limited to 10 items, Target said. Otherwise, they'll have to purchase their items via a human cashier before leaving stores.
Target's "Express Self-Checkout" lanes will hit stores on Sunday at most of its 2,000 locations. The change comes after the company piloted the program at 200 stores last fall, with the company noting that self-checkout was twice as fast at those locations.
Target and other retailers invested heavily in self-checkout options during the pandemic to limit human interaction and mitigate the spread of the virus as well as to save on labor costs. However, some studies have found that self-checkout enables more customer theft.
For instance, a 2023 LendingTree survey of 2,000 U.S. consumers found that 15% of self-checkout users purposely stole goods. Forty-four percent of self-checkout thieves also said they would do it again.
Some shoppers are expressing dissatisfaction with self-checkout options, as a recent study from Drexel University reveals that customers feel more connected to a store and are more likely to return if they interact with a human cashier. Additionally, there are concerns about the security risks associated with self-checkout, including reports of credit card skimmers being found in retailers' self-checkout lanes, such as in various supermarkets in Massachusetts.
Target's Decision to Limit Self-Checkout to 10 Items
Target has decided to restrict the number of items that can be processed at self-checkout counters to enhance the customer experience by expediting the checkout process.
In addition, the retailer will be increasing the number of staffed checkout lanes for customers with more than 10 items to facilitate quicker checkouts. Target will also adjust the operating hours of self-checkout lanes based on the store's foot traffic patterns.
It appears that other retailers are also reevaluating their approach to self-checkout after heavily promoting it during the pandemic.
Although Walmart has not made any official statements, some shoppers have reported on social media that self-checkout lines at their local Walmart stores have been closed. Walmart has yet to respond to inquiries from CBS MoneyWatch regarding this matter.
