TARGET continues to come under fire from furious shoppers who continue to blast the retailer over issues they encounter at the self-checkout stations.
One customer couldn’t hide her dismay as she was forced to join a second line to start the checkout process again.
A self-checkout user documented her ordeal with the machinesGettySusan Bruce started having issues when she was trying to check out six boxes of macaroni and cheese, according to an X thread.
She then claimed her screen suddenly froze, prompting her to call for help.
Susan then claimed that her order was being canceled after alleged suspicious activity.
Bewildered by what had unfolded, she begged for answers.
In a subsequent post, Susan said was just trying to buy sodas that her husband had wanted.
But, she has threatened to boycott self-checkouts and turn to alternative methods.
“That’s my last time at the self-checkout,” she said.
“It’s all curbside no, baby. No more impulse buys.”
A Target spokesperson responded and apologized.
“We’re always looking for ways to make our guest shopping experience easier and better,” they said.
The representative invited the shopper to send over their order number and name to assist.
Target self-checkouts have proved to be a source of common customer complaints, ranging from lengthy waits in line to measures that have stopped some shoppers in their tracks.
Scores of customers disapproved of the retailer’s item limits at self-checkout stations.
In spring 2024, measures restricting shoppers to a maximum of 10 items when using the self-checkouts were rolled out.
This policy affected thousands of locations.
Latest self-checkout changes
Retailers are evolving their self-checkout strategy in an effort to speed up checkout times and reduce theft.
Walmart shoppers were shocked when self-checkout lanes at various locations were made available only for Walmart+ members.
Other customers reported that self-checkout was closed during specific hours, and more cashiers were offered instead.
While shoppers feared that shoplifting fueled the updates, a Walmart spokesperson revealed that store managers are simply experimenting with ways to improve checkout performance.
One bizarre experiment included an RFID-powered self-checkout kiosk that would stop the fiercely contested receipt checks.
However, that test run has been phased out.
At Target, items are being limited at self-checkout.
Last fall, the brand surveyed new express self-checkout lanes across 200 stores with 10 items or less for more convenience.
As of March 2024, this policy has been expanded across 2,000 stores in the US.
Shoppers have also spotted their local Walmart stores restricting customers to 15 items or less to use self-checkout machines.
Bosses wanted to ensure checkouts remained efficient, but for some, the policy has been the final straw.
“This decision by target was the last straw for me,” one Redditor said.
“I don’t understand why Target would want to limit how much you can buy at a time,” another chimed.
The U.S. Sun reported how the policy prompted some shoppers to find alternative places to buy their groceries.
And, it has forced some to stand in lines where only one in 20 registers were free.
Shoppers who turn to other retailers have noticed similar measures in place.
Officials at certain Walmart locations have implemented policies restricting shoppers to 15 items or less.
And, the same rule has been applied at certain Aldi locations.
But, Michael Fiddelke, the Target chief financial officer, has revealed how the retailer is trying to alleviate customers concerns.
In an earnings call, he revealed there will be more staffers at the self-checkout, and bosses are looking at ways to speed up the process.
“I’ll highlight one of many examples. Our guest satisfaction for speed of checkout has risen to its highest level in more than three years,” he said.
“We know how hard it is to move those numbers, and we couldn’t be prouder of our team’s progress. But our aspirations don’t end there.”
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