Following a 200-store test that limited customers using self-checkout to a maximum of 10 items, Target has rolled out Express Self-Checkout to its nearly 2,000 stores nationwide. The retailer also plans to open additional staffed POS lanes for shoppers who have more items, need help or who “just enjoy connecting with our team to help them get on their way sooner,” according to a company statement.
The 2023 pilot showed that the self-checkout experience was twice as fast at stores with the Express model compared to those without. “By having the option to pick self-checkout for a quick trip, or a traditional, staffed lane when their cart is full, guests who were surveyed told us the overall checkout experience was better, too,” according to the statement.
Store managers will have the flexibility to open more staffed lanes and set self-checkout hours that are appropriate for their locations, although Express Self-Checkout will be available during the store’s busiest shopping times.
Despite some consumer and retailer complaints about self-checkout, the technology is well entrenched in retail store operations. “While there is some resistance to self-service POS, the efficiency and cost-effectiveness can’t be overlooked,” said Benjamin Bond, Principal at Kearney in an interview with Retail TouchPoints. “The future likely holds a hybrid model where self-service POS coexists with traditional systems. Near-term advancements will address current limitations, enhancing customer experience and retailer security.”
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