Target Introduces Accessible Self-Checkout Technology for Visually Impaired Shoppers Nationwide
By Daniella Genovese | FOX Business | September 26, 2025
In a significant stride towards inclusivity, Target has unveiled a groundbreaking self-checkout technology designed specifically for customers who are blind or have low vision. The retailer plans to have this technology fully implemented across all Target stores nationwide by early 2026, marking a major advancement in accessible retail experiences.
Addressing a Long-Standing Challenge
Self-checkout systems have become a popular convenience, enabling shoppers to bypass long checkout lines. However, these systems have historically posed challenges for people with visual impairments due to limited accessibility features. Recognizing this gap, Steve Decker, Target’s senior manager of user experience accessibility and a blind individual himself, has led the pioneering project to create a more inclusive self-checkout interface.
“There aren’t many accessible self-checkout options available today, which is why this is such a unique solution,” Decker shared with FOX Business. “Blind and low-vision shoppers often rely on assistance in stores, but self-checkout has remained out of reach — until now.”
Features Designed with the Visually Impaired Community
The new self-checkout stations will incorporate a suite of accessibility features developed in close cooperation with the blind community, including:
- Braille labeling on key touchpoints
- High-contrast icons on buttons for better visibility
- A headphone jack with adjustable volume controls to deliver audio instructions
- Physical navigation buttons and a dedicated information key for enhanced tactile interaction
- A custom tactile controller co-created with Elo, a global technology firm known for innovative touchscreen solutions
Shoppers who are blind or have low vision will plug in wired headphones to the controller, which works like a tactile keypad. It includes directional arrows, volume controls, a center button for selections, an info button for help, and a back button to navigate menus. This hardware operates alongside screen reader software that provides clear audio prompts guiding users through every step, from scanning items to completing payment.
Pilot Program and Nationwide Rollout
Since launching a successful pilot in May at over 200 Target locations, the company has been refining the technology with active feedback from the National Federation of the Blind, the largest organization representing people who are blind in the United States. Testing took place during the past summer, helping ensure the system meets real-world needs.
By the end of 2025, nearly all Target stores will feature the new accessible self-checkout systems, with a few hundred additional locations scheduled to receive the technology in early 2026. Decker describes the implementation timeline as an “aggressive rollout” given the scope and ambition of the project.
Empowering Independence and Dignity
Decker, who is intimately familiar with the difficulties of shopping while visually impaired, emphasized the empowerment that comes with independent access to retail services. “This solution was designed with intentional choices to increase autonomy and dignity for blind shoppers,” he said.
Previously, Decker often had to rely on in-person assistance or avoid shopping in-store due to accessibility barriers. Now, the new system mirrors the familiar ways he navigates his iPhone, computer, and Apple Watch, reinforcing a seamless and inclusive experience.
“This is about having the same tools as everyone else to shop in the same ways, without needing help,” he explained. “It feels wonderful to contribute to something that impacts my community and promotes independence.”
The Scope of Visual Impairment in the U.S.
According to the American Foundation for the Blind and data from the 2023 National Health Interview Survey, approximately 51.9 million American adults report some level of visual difficulty, with 3.7 million experiencing severe trouble and over 300,000 legally blind. Innovations like Target’s new self-checkout technology represent crucial steps to address the needs of this significant population.
A Model for Inclusive Retail
By actively involving people who are blind in the design and leadership of the project, Target is setting a precedent for retail accessibility. The collaboration with advocacy groups and technology partners demonstrates a comprehensive approach to making shopping more welcoming and independent for all customers.
With this forward-thinking initiative, Target not only improves the shopping experience for blind and low-vision individuals but also underscores the importance of inclusive design as a standard in retail.
For shoppers interested in learning more about the new self-checkout system and accessibility features, Target’s customer service is available in stores and online.
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