In recent years, shopping habits in the United States have changed significantly. Major chains, like Target, are seeking ways to adapt without losing efficiency or profitability. One of the most popular strategies, self-service, is now starting to raise doubts.
Target has taken an important step that could mark a turning point in its stores. The company has limited the use of the self-checkout system, restricting the number of products to a maximum of 10 per customer. This decision comes at a time when store theft through these systems has skyrocketed, and it aims to reduce this trend without significantly affecting the consumer experience.
Theft increase due to self-service
According to recent studies by Capital One, the use of self-checkout is closely related to an increase in thefts. More than 95% of consumers have used these machines, but it has been detected that thefts increase by 65% compared to traditional payments. It is even estimated that more than 20 million Americans have stolen at least once using this system.
Some people do it by mistake, such as when an item doesn't scan, but many do it on purpose. Almost 70% of respondents say it's easier to steal at a self-service checkout than with a traditional register. Of those who steal, 15% admit to doing it consciously and 44% intend to repeat it.
To address this issue, Target has decided to implement what it calls "Express Self-Checkout," with a limit of 10 items. Although they haven't confirmed if the initiative has reduced thefts, they have shared that transaction times have improved by almost 8%. Additionally, customers have reported a faster and more comfortable experience.
Divided opinions on the new strategy
Although Target celebrates the positive results of the change, some industry experts are not so convinced, as indicated on the RetailWire portal. Neil Saunders, a recognized retail analyst, believes that limiting to 10 items may reduce customer freedom and cause inconvenience, especially when there aren't enough staffed registers. For him, the real problem remains the lack of staff at traditional registers.
Other specialists believe the measure makes sense, as it's easier to monitor a customer scanning a few products than one with a full cart. Craig Sundstrom, for example, argues that self-service should remain fast, but without losing control. However, he warns that this shouldn't be used as an excuse to further reduce in-store staff.
Brad Halverson, with experience in supermarket chains, suggests that the limit can be applied in a friendly manner, using messages like "10 items, more or less" to avoid inconveniencing the customer. Gary Sankary, with 50 years in the industry, reminds that the balance between efficiency and customer service is key, and that limiting without reinforcing staffed registers can lead to frustration.
Target's decision could mark a turning point in the way payments are made in large stores. Although the debate continues, the chain has chosen to prioritize control without abandoning convenience. The challenge now will be to keep both its customers and its internal team happy.