Target claims success in boosting customer service with Express Self-Checkout deployment

In March 2024, Target rolled out Express Self-Checkout across nearly 2,000 stores, setting a ten items or fewer limit to keep lines moving.

It is now claiming that these lanes have reduced average transaction times across self-checkout and staffed lanes by nearly 8%.

The retailer’s net promoter score for wait times across checkout is up five points, while the NPS for interactions rose three points since Target implemented the change.

More customers are choosing its fully staffed registers, pitched as “the perfect option for anyone who has more in their carts, needs a helping hand, or just enjoys connecting with our team to help them get on their way sooner”.

It has invested in staff training alongside the express lanes to improve the overall checkout experience.

In an online post, Target said: “We’ll continue evolving to match guests with the right checkout options so they can get what they need - alongside same-day fulfillment services like Drive Up, Order Pick Up and our same-day delivery. It’s all in service to demonstrate the convenience, joy and value of the Target run.”

2025 RTIH INNOVATION AWARDS

Self-checkout technology will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.