Target Criticized for Restricting Purchases at Self-Service Checkouts

Target faces criticism for its new policy limiting customers to ten items at self-service checkouts.

Shopper Zach Dillon expressed disappointment, noting the change could undermine the "Target effect," where customers typically buy more than planned.

Customer frustrated about the "Target Effect"

Target faces criticism after altering its checkout process, which now limits customers to purchasing only ten items at self-service checkouts.

A frequent shopper, Zach Dillon, shared his concerns on social media, questioning Target's motivation behind the policy change. He noted that the new limit might diminish the well-known "Target effect"-where customers typically buy more than they initially planned.

Previously, customers could marvel at how a simple visit turned into a $200 shopping spree. However, Dillon feels that the new policy might be counterproductive. He explained that during a recent visit, he was forced to reduce his purchases or face long lines at regular checkouts, leading him to buy fewer items.

Disappointed by the inconvenience, Dillon mentioned that he might consider shopping at other retailers like Safeway in the future due to this experience, highlighting a significant loss for Target in terms of both customer satisfaction and potential sales.

The U.S. Sun reported that Target has implemented a new checkout policy across 2,000 stores as of March 14, following a successful trial phase.

According to the chain, this new strategy, which limits the number of items customers can purchase at self-service checkouts, has enhanced shopping efficiency. During the trial, the chain observed that self-checkout was twice as fast in pilot stores.

In response to the changes, Target is also increasing the number of traditional cashier lanes. This adjustment aims to provide customers with options that suit their shopping needs-whether they need a quick checkout for fewer items or a staffed lane for larger purchases.

Feedback from customers who experienced the trial indicated an overall improvement in the checkout process, suggesting that the new system could offer a better shopping experience.

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Tired of Target's New Checkout Limits

A recent post on the subreddit r/ShiptShoppers reveals growing dissatisfaction among Target shoppers, particularly those utilizing the Shipt platform, due to the retailer's new self-checkout policy.

One Shipt shopper voiced their frustration, highlighting several inefficiencies caused by the restriction to only ten items at self-checkouts.

The policy has resulted in longer lines at regular cashier stations, with empty self-checkouts. The shopper detailed their challenges, such as slow service and cashiers improperly handling items, affecting their tips and customer ratings.

Furthermore, they described the cumbersome process of explaining the need to scan a Shipt barcode before item transactions, complicating their shopping experience.

Moreover, the shopper expressed confusion over Target's decision, suggesting that alternatives like increased security or more self-checkout attendants could address concerns without limiting purchases so severely.

This new approach has led them, and likely others, to avoid certain orders, negatively impacting their efficiency and earning potential. The response on the subreddit indicates widespread annoyance and questions the overall effectiveness of the policy in enhancing the shopping experience for Target's customers.

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