REIGNING RETAILER
Target shoppers fume new ‘express’ checkouts are ‘inefficient’ and reveal they’re ‘considering switching loyalties’
Walmart made a similar move that frustrated shoppers
CUSTOMERS at Target said the store's limit on who can go through self-checkout is enough to push them to shop elsewhere.
Target rebranded self-checkout as an "express lane" and restricted usage to shoppers with ten items or fewer.
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A pilot test found that the item limit made checkout twice as fast for customers, but shoppers have experienced the opposite.
Target shopper Miriam (@miriamdrazenfox) said a store in Hackensack, New Jersey, was the worst location she's ever been to.
"Products are open/used. Items out of stock. Self-checkout is not open. Express lines are longer than regular lines. Returns are inefficient," she wrote on X.
"I hate every second I spend there."
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Target immediately apologized to her, but other customers shared similar frustrations.
"As someone who consistently gets 12 items at Target, the self-checkout express lane being for only 10 items or less really has me considering switching loyalties," wrote Christopher (@dapplesnap).
“I’d rather shop at Walmart than wait 10+ min with 11 items because of your strict enforcement policy,” added another X user.
Shoppers have also repeatedly encountered stores where only a few traditional checkouts were open.
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"Hey Target, you lost a customer today because the Burlington NJ store is incapable of staffing the cash registers despite a ridiculously long line for self-checkout," a customer wrote on X.
When Target first implemented the change, the company promised to open more checkout lanes staffed by employees.
‘Leave me alone,’ cries Target shopper after he was accused of stealing at self-checkout – video proved his innocence
A SIMILAR MOVE
Walmart implemented a similar rule for self-checkout, limiting the registers to shoppers with 15 items or less.
Similarly to Target, the retailer is facing backlash for the move.
"Walmart, I've never been a fan of self-checkout, but the Willow Grove, Pennsylvania, store number 03564 limiting the self-checkout to 15 items is ridiculous," wrote one shopper on X.
Another customer pointed out that Walmart faced the same issues as Target due to the policy change.
"I’m all about obeying rules, but if you’re going to have self-checkout only 15 items or less, you should have more than two cashiers working," they wrote.
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.
One shopper suggested increasing the number of items that are allowed since many people shop for groceries at Walmart.
"Walmart can't say I love the new 15 items or less policy for self-checkout, wouldn't be so bad if the cashiers would move a heck of a lot faster, spent more time in checkout than shopping," the shopper posted on X.
"But should really increase the number from 15," they added.
"I can't wait in lines like that every time."
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Walmart was forced to apologize to one shopper after they were caught in an especially long line.
Customers have also feared price gouging after the retailer debuted new digital price tags.