Target shoppers claim they’re saving money by switching to rival stores crying lane policy is ‘not enough’ to shop there
TARGET shoppers have resorted to shopping rival stores thanks to the retailer’s frustrating lane policy.
By switching, they save money and no longer have to deal with Target’s new self-checkout rule.
GettyTarget’s new lane policy has resulted in diminished checkout efficiency and customer experience[/caption]
In October last year, Target began enforcing a 10 items or less rule at self-checkout in select stores.
On March 17, the retailer implemented the policy across nearly all 2,000 US locations, converting its traditional self-checkout kiosks to express lanes.
Target hoped the policy would improve checkout efficiency and the customer experience but in reality, shoppers feel it achieved neither.
CHECKOUT EFFICIENCY
Several Target customers have blasted the retailer on social media over the reduced efficiency caused by the 10 items or less policy.
Many are frustrated Target is forcing people with more items to check out with cashiers, but the retailer doesn’t employ a sufficient number to make the process timely.
“If you’re making the self-checkout 10 items or less, you HAVE to open more lanes. One to two lanes is not enough,” wrote one X user.
“I actively don’t go to Target anymore because of that. It’s actually saved me money.”
Target has even completely removed self-checkout from certain stores, including one in Emeryville, California, where the change took place this May.
However, even in these stores, the retailer has failed to adequately staff the registers.
“Ok Target you can not have it both ways,” began one shopper on X.
After realizing all the self-checkout kiosks were closed, the shopper was confronted with a long line of shoppers waiting for the two open cashiers.
“If you stop the self-checkouts you need more than two cashiers otherwise open back up the self-checkout,” she wrote.
“Take your losses on theft or pay employees, but waiting 20 minutes in line to check out is unacceptable,” Melinda added.
CUSTOMER EXPERIENCE
In addition to reducing checkout efficiency, Target’s 10 items or less policy has resulted in an inundation of online customer complaints about their shopping experience.
One shopper felt targeted after an employee didn’t believe her when she said she only had 10 items in her cart.
Target self-checkout
Target has struggled to find a balance between meeting shopper needs, ensuring an efficient self-checkout process, and minimizing theft.
The retailer has taken several measures to improve its self-checkout operations, including:
Limiting shoppers to 10 items or less
Locking essential items behind glass
Restricting self-checkout hours
Completely removing the kiosks
“The employee at the self-checkout at the Danvers, MA store made me count my items to prove I had only 10. Ridiculous. If I had 11 would I have had to get out of line?” she began.
“I said we had exactly 10 items. She made me count them to prove it. So yeah, that was ridiculous.”
The self-checkout policy has even left other shoppers feeling as if they were committing a crime by having over 10 items.
“I literally got harassed by an employee at Target for going through the self-checkout with 11 items and ‘next time I won’t be allowed to do this’ as if I’m committing a crime,” shared the customer.
“They had one register open with five people in line and no one at the self-checkout registers.”
In related news, Target shoppers are angry over long lines and checkout rules, favoring Walmart and Amazon.
Plus, a Target shopper abandoned their full cart over the retailer’s model – the same thing happened at the Walmart checkout.
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