Dive Brief:

• Target will roll out express self-checkout lanes at most of its stores beginning March 17, the company said in a press release Thursday. The lanes, which carry a limit of 10 items or less, made self-checkout twice as fast at the 200 stores that piloted the system last fall.
• Store managers will be given greater control over the ratio of cashiers to self-checkout lanes throughout the day. Stores will make self-checkout available during the busiest periods.
• The retailer will also expand the number of cashier-staffed lanes across all stores and says it will invest in staff training to improve the checkout experience.

Dive Insight:

A great experience can’t rely on self-checkout lanes or staffed registers alone. The changes Target is making to its self-checkout policy reflect the interlocking roles technology and people play in customer satisfaction.

About 2 in 5 shoppers prefer self-checkout, and an equal share prefer to work with a cashier, according to a 2023 survey of more than 1,000 shoppers by Acosta Group. 

Balancing both options makes sense, according to Kathy Risch, SVP of shopper insights and thought leadership at Acosta Group. 

Retailers need cashiers on hand to assist tech-averse shoppers, answer questions and troubleshoot any problems that crop up. “Otherwise, the retailer is at risk of eroding shopper experience, satisfaction and loyalty,” she said in an email to CX Dive. 

The correct ratio of self-checkout to cashiers will differ by store and customer demographic, according to Risch. Members of Gen Z and millennials, for example, are significantly more likely to prefer self-checkout than baby boomers, the Acosta Group survey found.

“It makes sense for retailers and neighborhoods with younger demographic audiences to include cashierless options, while still offering standard checkout for shoppers who prefer [cashiers],” Risch said.

Target is not alone in providing its store managers more freedom in deciding the ratio of checkout lanes to ensure a smooth experience. Walmart already gives its store managers autonomy to adjust the number of available self-checkouts up or down based on business needs, staffing levels and store traffic, a Walmart official told CX Dive.