Minneapolis — Target Corporation has launched 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.
“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,” says Adrienne Costanzo, executive vice president and chief stores officer, Target. “Shopping with us should be easy, move fast and feel good — period.”
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, Target’s senior manager of user experience accessibility, helped lead the project. Decker, who is also blind, was able to experience its impact firsthand with his daughter, who 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,” says Decker.
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,” says 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.
Minneapolis-based Target Corporation has nearly 2,000 stores.
SOURCE: Target Corporation