Target is about to change the retail experience for blind shoppers forever, thanks to new self-checkout technology described as “cutting edge.” This new system features braille, tactile buttons, a headphone jack, and custom audio controls. It seeks to improve the shopping experience by making everything more accessible. This technology will be deployed all across the country. Upgrades to most Target stores will be complete by the end of 2025, with the balance of stores upgraded by early 2026.
This launch is truly historic! Blind people will be taking the lead for the first time, not only in designing, but in strategizing a complex in-store technology solution. About 3.7 million people in the United States have vision loss, with more than 300,000 of these individuals completely blind. Target’s new self-checkout systems will provide users with more dignity and independence, addressing a much needed gap in this community.
Steve Decker, senior manager of accessibility at Target. As a blind person, he has been an essential part in creating the technology that makes this possible. He previously found in-store visits challenging but now enjoys shopping with his daughters and teaching them how to use the new self-checkout systems.
“Shopping with my daughter and teaching her how to use the self-checkout — that was powerful,” – Steve Decker
Decker’s passion comes through when he speaks about not only the practicality of this new technology, but how empowering it is to all those who depend on it.
“It shows what’s possible when accessibility leads innovation,” – Steve Decker
Mark Riccobono, president of the National Federation of the Blind, deeply welcomed Target’s move, emphasizing its singularity in the industry.
“Target’s new accessible self-checkout experience is unique not only because it’s a first in the industry, but because it was designed through collaboration with the blind,” – Mark Riccobono
Target has been committed to accessibility for many years. Together, this project is a huge step towards developing an all-inclusive shopping experience. Target partners to directly engage people who are blind or have low vision. Through this partnership, they will use insights from our communities to make sure their self-checkout technology addresses the unique needs of this demographic.
The company realized there was nothing in the way of self-checkout options that are as widely available and accessible across the country. Target is on new ground with this effort. It further enhances the shopping experience by empowering visually impaired shoppers, providing them increased independence as they shop.
