Target vows to improve shopper experience after customer fumes over lengthy wait times at 12pm checkout ...Middle East

A TARGET customer has been left furious after a lengthy wait in the checkout area.

They blasted the retail giant for the experience, something that has become a consistent complaint in recent months.

“@Target really? Thursday at 12:30. 1 register open?” the shopper, Barbara, asked in a post on X earlier this month.

Target quickly responded and requested more information to help resolve the issue.

“Hi Barbara, we want checkout to be fast and easy, and we want to share the experience with the store,” replied a spokesperson.

“Can you confirm the address of the Target you are referring to? Then we’ll work with them to improve this experience.”

It’s unclear if Barbara contacted Target further.

Either way, she certainly wouldn’t be alone having lengthy wait times trying to pay and leave.

POLICY PAINS

The retailer, like many others, has emphasized self-checkout kiosks at most of its 1,978 stores nationwide.

Last spring, Target began implementing a new rule that it had been testing at select locations that limited self-checkout to 10 items per person.

It became what’s now known as Express Self-Checkout, which Target said made the experience twice as fast.

That hasn’t been the case for some, however.

Similar to Barbara, another customer — Josh — blasted Target in August for having the rule and leaving only one cashiered register open for shoppers who have more than 10 items.

“Hey Target, if self-checkout is 10 items or less, open up more than one register,” Josh fumed in a post.

He claimed to have waited for an hour to leave the store and pledged to boycott Target for good.

“I’m done with this business,” he wrote.

What is Target Circle 360?

In April, Target launched its first-ever paid membership program, Target Circle 360.

For $99 a year, members get access to the following perks:

Target apologized and pledged to resolve the problem then as well.

EXECS PROMISE CHANGES

According to comments from CFO Michael Fiddelke during an earnings call this month, Target is promising to make strategic moves to improve the checkout experience in 2025.

“We’ve invested in more staffing at our self-checkout lanes, and made changes to speed up the self-checkout process and our guests are telling [us] it’s working,” Fiddelke told investors.

“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.”

“We know how hard it is to move those numbers, and we couldn’t be prouder of our team’s progress,” the CFO added.

Fiddelke also said that he and the chief stores officer, Adrienne Costanzo, would be “focused on this progress to help our team deliver a more consistently excellent guest experience.”

“Now I know it won’t be perfect in every store and every hour of every day, but I know I speak for Adrienne when I say we aspire to be, and I am confident that we’ll build on this momentum with another step forward in 2025.”

For some customers, that effort still remains to be seen.

A Target shopper claimed in February to have waited in lines of “15+ people on busy nights.”

In January, someone else also demanded Target “explain” after they had nowhere to pay due to the 10-item limit at self-checkout and no cashiered lanes open.

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