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Ahead of Holidays, Target Launches First-of-its-Kind Accessible Self-Checkout Nationwide

1. Target launches accessible self-checkout for guests with disabilities this holiday season. 2. Innovative design includes tactile controls and audio prompts for easier shopping. 3. Partnership with National Federation of the Blind accelerates accessibility efforts. 4. Focus on joyful experiences aligns with increased consumer interest in in-store shopping. 5. Target's ongoing investment enhances inclusivity and strengthens market position.

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FAQ

Why Bullish?

The initiative demonstrates Target's commitment to inclusivity, potentially attracting more customers and boosting sales, as seen with similar innovations in other retail environments which have improved foot traffic and customer satisfaction.

How important is it?

This initiative directly addresses a significant market demographic and showcases Target's leadership in retail accessibility, which may enhance brand reputation and customer retention.

Why Long Term?

Continued improvements in accessibility will likely create sustained consumer goodwill and loyalty, much like Starbucks' commitment to innovation for inclusivity, which has positively impacted sales over the years.

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Accessible design created with the blind community to debut in stores this holiday season  Features tactile controller, audio prompts and guest-first technology for independent checkout  Part of Target's ongoing investment in accessibility and joyful shopping experiences  , /PRNewswire/ -- Target Corporation (NYSE: TGT) today announced the launch of a first-of-its-kind accessible self-checkout experience, designed with and for guests with disabilities, including those who are blind or have low vision. Beginning this holiday season and continuing into early 2026, the solution will roll out to self-checkout stations across Target stores nationwide, as part of Target's ongoing checkout improvements. The accessible self-checkout is another example of how Target is creating joyful guest experiences throughout the holiday season and beyond.  Guests with disabilities experience Target’s accessible self-checkout firsthand, assisted by team members providing friendly guidance. Steve Decker, senior manager, user experience accessibility, Target, uses Target’s accessible self-checkout, guided by audio prompts and tactile controls. "This season brings so much joy for our guests, but we know it can be overwhelming, too. That is why even small wins matter — like an accessible self-checkout that helps guests shop their way, with confidence," said Adrienne Costanzo, executive vice president and chief stores officer, Target. "Shopping with us should be easy, move fast and feel good — period."   At the heart of this innovation is a guest-first design that primarily supports people who are blind or have low vision, while also providing benefits for guests with motor disabilities. The technology works seamlessly with Target's existing self-checkout system and includes:  Braille and high-contrast button icons A headphone jack with adjustable volume controls Physical navigation buttons and a dedicated info key A custom tactile controller co-developed by Target and touchscreen partner Elo A single audio stream during scanning and payment, ensuring a clear and consistent checkout experience Steve Decker, senior manager, user experience accessibility, Target, who is blind, helped lead the project and experienced its impact firsthand with his daughter, who also has low vision. "Shopping with my daughter and teaching her how to use the self-checkout, that was powerful. It is not just tech. It is joy, independence and change," said Decker.  "If I could leave people with one thing from this story, it would be that accessibility can drive innovation and growth. I really think this work will enable more people to shop and to work at Target. It truly exemplifies Target's purpose of helping all families discover the joy of everyday life."  Learn more  about the team behind the technology on Target's corporate website. The team partnered closely with the National Federation of the Blind (NFB), who provided valuable feedback throughout the development, design and testing process. "Target's new accessible self-checkout experience is unique not only because it is a first in the industry, but because it was designed through collaboration with the blind, incorporating our technical expertise and lived experience," said Mark Riccobono, president of the NFB. "The rollout of this innovation further establishes Target as an industry leader in accessibility and a true partner of the blind in our quest for equal access to all aspects of modern life." For nearly two decades, Target teams have prioritized accessibility early in the design process, incorporating inclusive features across many of its products and services. That proactive approach shaped this solution from brainstorming through design, in-store testing and feedback from guests. In time for the holiday season, Target is building on the debut of accessible self-checkout with continued investment in guest-first improvements that make every shopping trip easier and more welcoming. Recent Harris Poll data shows why these efforts matter, with 61% of shoppers saying they will prioritize small moments of joy this season. Among respondents, 59% said in-store shopping is an enjoyable experience, 54% described it as social, and that number rose to 68% among dads. Visit the retailer's holiday press hub for more on all the ways Target is delivering holiday magic this season.  About Target Minneapolis-based Target Corporation (NYSE: TGT) serves guests at nearly 2,000 stores and at Target.com, with the purpose of helping all families discover the joy of everyday life. Since 1946, Target has given 5% of its profit to communities, which today equals millions of dollars a week. Additional company information can be found by visiting the corporate website and press center.  SOURCE Target Corporation WANT YOUR COMPANY'S NEWS FEATURED ON PRNEWSWIRE.COM? 440k+ Newsrooms & Influencers 9k+ Digital Media Outlets 270k+ Journalists Opted In

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