Target is refining its checkout experience by expanding both its Express Self-Checkout lanes and traditional staffed registers. Introduced in March 2024, the Express Self-Checkout, designed for purchases of 10 items or fewer, is now available in most of the retailer’s nearly 2,000 stores. The new lanes have reduced transaction times by nearly 8% and improved customer satisfaction scores related to checkout.
In addition to self-checkout, Target is investing in traditional lanes staffed by team members. The company reports an increase in customers choosing this option, reflecting a desire for personal interaction alongside convenience.
According to Adrienne Costanzo, Target’s Executive Vice President and Chief Stores Officer, the focus remains on giving shoppers flexible checkout choices, whether through self-service, employee-assisted lanes, or curbside Drive Up options.
These checkout updates are part of a broader strategy that includes affordable merchandise, digital and in-store shopping integration, supply chain enhancements, and expanded loyalty offerings. Target projects these efforts will support over $15 billion in sales growth by 2030.
Retailers of all sizes can take note of Target’s approach: offering options tailored to shopper needs while maintaining efficient and scalable operations.
