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Target limits self-checkout to 10 items or fewer at most stores

March 18, 2024


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 two in five 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.

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