Target Unveils Innovative Self-Checkout Technology to Empower Visually Impaired Shoppers Nationwide
By Daniella Genovese, FOXBusiness – September 26, 2025
Target is leading the retail industry toward greater inclusivity with the rollout of a groundbreaking self-checkout system designed specifically for customers who are blind or have low vision. The new technology will be available at all Target stores across the United States by early 2026, revolutionizing the shopping experience for millions of visually impaired Americans.
Addressing a Long-Standing Accessibility Gap
While self-checkout machines have become a staple of modern retail convenience, they have historically posed significant challenges for shoppers with visual impairments. Traditional systems typically lack features that accommodate non-sighted users, often requiring them to seek assistance from store employees or family members, thereby reducing their independence.
Recognizing this critical gap, Steve Decker, Target’s Senior Manager of Accessibility and a blind individual himself, spearheaded the development of an inclusive self-checkout solution. Decker’s personal experience navigating the hurdles of inaccessible technology has guided the initiative, ensuring the system fully addresses the needs of the visually impaired community.
“There’s not a lot of accessible self-checkouts really in the country that we’re aware of today,” Decker explained to FOX Business. “It’s a really unique solution. Often, blind people and folks with low vision might receive some assistance shopping, but self-checkout has not been something we’ve been able to do independently — until now.”
Key Features Designed with Direct Input from the Blind Community
Over the past year, Target collaborated closely with the National Federation of the Blind, the largest membership organization of blind individuals in America, to develop, refine, and test the new self-checkout technology. This partnership ensured the design was rooted in lived experiences and practical usability.
Set to debut nationwide by early 2026 after a successful pilot in more than 100 stores since May 2025, the enhanced self-checkout stations incorporate several accessibility-focused features, including:
- Braille labels on hardware components
- High-contrast button icons for low vision users
- A headphone jack with adjustable volume controls for audio guidance
- Physical navigation buttons and a dedicated information key
- A custom tactile controller developed in partnership with Elo, a global touchscreen technology company, acting as a tactile keypad with directional arrows, volume controls, and selection buttons
These elements work together to provide auditory and tactile prompts throughout the scanning and payment process, enabling visually impaired shoppers to independently manage their transactions with confidence and dignity.
Empowering Independence and Inclusivity
Steve Decker described the rollout as an “aggressive” effort to equip several hundred Target stores early next year, with a commitment to full nationwide implementation shortly thereafter. He emphasized that this initiative marks a significant milestone not just in accessibility, but in empowering visually impaired customers to participate fully in everyday activities such as shopping.
“The result is a solution designed from the ground up with intentional choices that create more independence and dignity in the shopping experience,” said Decker. “This isn’t just about checking out. It’s about using the same tools that everybody else uses — the same way — and being able to shop independently.”
Decker shared how, prior to this innovation, he often had to rely on regular checkout lanes or avoid in-store shopping altogether, limiting his personal freedom. Now, with the accessible self-checkout, he anticipates greater autonomy for himself and his family — including his three daughters, one of whom also has low vision.
A Broader Impact on Accessibility in Retail
The importance of addressing visual impairment in retail technology is underscored by data from the American Foundation for the Blind. The 2023 National Health Interview Survey estimates that nearly 52 million American adults experience some form of vision difficulty, with about 3.7 million reporting severe vision issues despite corrective lenses, and over 300,000 having no sight.
By integrating accessibility into its technology from the outset, Target is setting a new standard for inclusivity in retail, demonstrating how corporations can design better experiences by collaborating directly with affected communities.
Decker called the initiative “really empowering” and said it feels “wonderful to be a part of something so much bigger than yourself” — a sentiment that reflects the company’s commitment to making shopping more accessible and equitable for everyone.
Looking Ahead
With this innovative rollout, Target aims to inspire other retailers and technology developers to prioritize accessibility in their products and services. As more stores adopt these adaptive self-checkout stations, millions of visually impaired shoppers will gain a renewed sense of independence, efficiency, and dignity in their everyday lives.
For more updates on Target’s accessibility initiatives and other retail innovations, follow FOX Business online.
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