Only a day after Walmart publicized the expansion of its on-the-go “check out with me” alternative, Target revealed that its “skip-the-line” checkout will be available at all stores nationwide ahead of the holiday season.
Using specially equipped handheld devices, team members scan any item in a guest’s basket or shopping cart, and accept payment by credit card on the spot from anywhere in the store. During peak events like Black Friday, team members will be located in the busiest areas of the store, such as electronics.
Target is making this service available for all items, while Walmart has limited its service to bulky items such as flat-screen TVs and heavy furniture, which can be difficult to carry over to the checkout area.
“Skip-the-line mobile checkout is a great way to improve Target’s in-store value proposition, going hand-in-hand with the exceptional omnichannel offering Target already provides to customers,” said Charles Dimov, VP of Marketing at OrderDynamics in commentary provided to Retail TouchPoints. “One of the biggest complaints customers have about in-store shopping is the long lines to make their purchase — that is amplified even more on Black Friday. Skip-the-line is a great way to help reduce this problem. Most customers are accustomed to the hassle of long line-ups on Black Friday. Making it faster, and a more pleasant experience, will definitely win with Target customers, and it’s a nice differentiator for Target during a competitive, hectic shopping season.”
Free Two-Day Delivery, Coupons Accompany ‘Skip-The-Line’ Launch
The ‘skip-the-line’ launch is one of numerous initiatives Target is aggressively rolling out ahead of the holiday season. Target announced last month that it would expand free two-day delivery to all items from Nov. 1 to Dec. 22., right after Walmart expanded two-day free delivery offers to “millions” of products.
Additionally, when shoppers spend $50 in-store or online, or scan the wallet feature in the Target app in stores on Black Friday, they will receive a coupon for 20% off a future holiday shopping trip, redeemable from Nov. 27 through Dec. 8.
The company also is rolling out Order Pickup for select items on Thanksgiving and Black Friday. For the first time, Drive Up, a free, same-day service enabling guests to order in the Target app and have their items brought to their car, will be available on Black Friday.