Target Develops Innovative Self-Checkout Technology to Aid Visually Impaired Shoppers Nationwide
Target Corporation is set to transform the retail shopping experience for blind and low-vision customers with the rollout of newly designed accessible self-checkout technology, aiming to have the feature in all stores by early 2026. This initiative reflects Target’s commitment to inclusivity and ensuring that all customers can shop with greater ease and independence.
Addressing an Overlooked Need
While self-checkout kiosks have become a staple for convenience in retail stores, these systems have historically posed significant challenges for customers who are blind or have low vision. Navigating touchscreen interfaces without appropriate accessibility features often requires assistance, undermining the independence of these shoppers.
Recognizing these challenges firsthand, Steve Decker, Target’s senior manager of accessibility and someone who is blind, spearheaded the development of this pioneering technology. “There’s not a lot of accessible self-checkouts really in the country that we’re aware of today,” Decker shared in an interview with FOX Business. “It’s a really unique solution that allows blind or low-vision shoppers to use self-checkout independently.”
Inclusive Design and Key Features
Thanks to collaboration with the blind community, including input and leadership roles from individuals directly affected, Target has designed a self-checkout system that incorporates several accessibility enhancements:
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Braille labeling and high-contrast button icons for tactile and visual assistance.
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A custom tactile controller co-developed with Elo, a global touchscreen technology company.
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A headphone jack with volume controls for audio feedback.
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Physical navigation buttons including directional arrows, selection, info, and back functions.
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Screen reader software delivering clear audio prompts guiding users through scanning items, selecting payment methods, and completing transactions.
Steve Decker demonstrated how users can plug wired headphones into the adaptive controller and navigate the checkout process using tactile controls and audio cues. This approach mirrors accessibility technologies currently used on personal devices like smartphones and smartwatches.
Pilot Success and Nationwide Expansion
The accessible self-checkout technology was piloted in over 100 Target stores starting in May 2025. Encouraged by positive feedback and effective user testing—which involved collaboration with the National Federation of the Blind, the largest US organization representing blind individuals—Target plans a robust rollout to nearly all of its stores by the end of 2025, with additional stores equipped in early 2026. “The result is a solution designed from the ground up with intentional choices that create more independence and dignity in the shopping experience,” Decker emphasized. He described the development process as empowering, highlighting the significance of being part of a meaningful change that benefits the visually impaired community.
A Broader Impact on Accessibility
According to data cited by the American Foundation for the Blind, nearly 52 million American adults experience some level of vision difficulty, and more than 3.7 million have “a lot of trouble seeing” despite glasses. Yet accessible retail technologies remain limited, making Target’s initiative a major step forward.
Decker noted that prior to this advancement, blind shoppers often had to rely on traditional staffed checkout lines or receive assistance when using self-checkouts. This new technology affords greater autonomy, aligning with Target’s broader mission to enhance inclusivity across all aspects of the shopping experience.
A Personal Commitment
For Decker, the project carries personal significance beyond his professional role. He shared that he often shops for his family and enjoys sharing the experience with his three daughters, one of whom has low vision and stands to benefit from the new system. “For me, it’s really powerful to be able to use the same tools that everybody has to shop in all the same ways that everybody does,” he remarked.
Target’s innovative self-checkout technology positions the retail giant at the forefront of accessible design in the industry, setting a new standard for empowering blind and low-vision shoppers nationwide.
— Written by Daniella Genovese, FOX Business
