Shopping at Target isn’t just about grabbing what’s on your list — it’s also about how quickly you can get out of the store.
And for years, one of the biggest pain points has been the checkout experience. Long lines, technical glitches, and limited staffing have turned what should be a quick errand into a frustrating ordeal.
Related: What you need to know about Target’s self-checkout
But the retail giant has quietly made a bold change to fix that. It involved placing limits on a self-service feature many shoppers had come to rely on.
💵💰Don’t miss the move: Subscribe to TheStreet’s free daily newsletter💰💵
That change, as it turns out, may have been exactly what customers needed — and now Target is calling it a success.
Target’s new self-checkout strategy appears to be paying off.
Image source: Universal Images Group via Getty Images
Target’s Express Self-Checkout boosts customer satisfaction
In March 2024, Target rolled out “Express Self-Checkout” across nearly 2,000 stores, setting a strict 10-item-or-fewer limit to keep lines moving.
The goal? To create a faster, more seamless checkout option for shoppers making a quick trip — while encouraging those with fuller carts to use the traditional lanes staffed by employees.
Related: The surprising time shoppers are happiest
Now, a year in, the numbers show the strategy worked. According to the company, overall transaction times — across both staffed and self-checkout lanes — have improved by nearly 8%.
Even more telling, customers are reporting better overall experiences. Target’s Net Promoter Score for wait times is up 5 points, and its score for team member interactions rose 3 points.
What Target’s self-checkout win means for brick-and-mortar
The success of the self-checkout overhaul could mark a shift in how major retailers balance automation and customer service.
While many brands have leaned hard into self-checkout, often to mixed reviews, Target found a sweet spot: offering speed and flexibility without eliminating human interaction.
Executive Vice President and Chief Stores Officer Adrienne Costanzo says the company’s focus is clear: “We know [guests’] time is valuable…we’re making their experience fast, easy and on their terms.”
As more shoppers opt for same-day services like Drive Up or Order Pick Up, Target’s in-store strategy shows it’s still betting on brick-and-mortar — but with smarter design and clearer boundaries.
And with 25,600 staffed lanes across the country, it’s proving that sometimes, giving customers fewer choices actually creates a better experience.
Related: Veteran fund manager unveils eye-popping S&P 500 forecast
