The news: Target introduced a self-checkout experience designed for blind and low-vision shoppers, as well as customers with mobility disabilities.
The “first of its kind” solution will begin rolling out to stores this holiday season, with implementation to continue into 2026.
The details: The experience was designed to enable blind and low-vision shoppers to check out independently, and was designed with direct input from the blind community, the retailer said.
It features:
- Braille and high-contrast button icons
- Headphone jack with adjustable volume controls
- Physical navigation buttons and a dedicated info key
- Custom tactile controls
- An audio stream that delivers each screen and payment prompt
Our take: For retailers, introducing accessible features is a relatively low lift that can immeasurably improve the experience for a subset of customers. They also boost goodwill—which Target desperately needs right now.
Such solutions offer a crucial point of differentiation at a time when consumers are being especially strategic about where they spend. But execution matters: Retailers should follow Target’s example and solicit feedback from the community they’re trying to help, as well as team members who have relevant insight into how best to implement those changes in stores.
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