Target Customers Satisfied With Updated Self-Checkout

In March 2024, Target debuted its Express Self-Checkout with limits of 10 items or less at most of its locations. One year later, Target says its self-checkout update has increased its total transaction times by 8% across both self-checkout and staffed lanes.

“Our team is always laser-focused on delivering a better experience for guests, and that’s exactly what they get with Express Self-Checkout,” says Adrienne Costanzo, EVP and chief stores officer, in an interview with Progressive Grocer. “Whether guests are grabbing stuff for dinner or running in to pick up a post-soccer tournament treat, we know their time is valuable and they often need to be on their way quickly.”

Target’s improvements also increased its Net Promoter Score, a measurement of customer experience, by five points. The company also says a greater number of customers are choosing to make their purchases through its traditional lanes.