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Target unveils game-changing self-checkout technology designed for blind customers nationwide

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  Published in Science and Technology on Friday, September 26th 2025 at 11:04 GMT by Fox Business
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Target Unveils Game‑Changing Self‑Checkout Technology Designed for Blind Customers Nationwide

By [Your Name] – Fox Business, September 2025

Target Inc. has taken a bold step toward retail inclusivity with the launch of a new self‑checkout system engineered specifically for blind and vision‑impaired shoppers. The retailer announced the technology—dubbed Target’s “Audio‑Checkout”—at a press event in Minneapolis, calling it “game‑changing” and announcing plans to roll it out across all U.S. stores by the end of 2025.

How the New System Works

At its core, Audio‑Checkout is a hands‑free, voice‑guided checkout experience that replaces the traditional visual interface. Instead of a touch screen, blind customers interact with a simple, tactile pad on the counter. The pad is segmented with raised markers that indicate the type of input needed—whether the customer is selecting an item, confirming a scan, or confirming a purchase.

Customers use a companion app on their smartphone or a dedicated Target “assist” device that connects wirelessly to the checkout lane. The device runs a speech‑enabled interface that narrates the entire process: it announces the item’s name, price, and any applicable discounts, and it confirms when the item has been scanned and added to the cart. The system also offers a “scan‑and‑go” mode, where the app’s camera recognizes items in real time and automatically adds them to the virtual cart.

When the customer is ready to pay, the app reads out the total and prompts the customer to confirm the amount. Once confirmed, a QR‑code or NFC tag is displayed on the phone’s screen that the cashier can scan to complete the transaction. The entire process is designed to be completed without sight, giving blind shoppers the same level of autonomy and privacy that sighted shoppers enjoy.

The Road to Development

Target’s new technology is the result of a multi‑year partnership with the National Federation of the Blind (NFB) and the American Foundation for the Blind (AFB). According to Target’s Vice President of Accessibility, Maria Gonzales, the company spent $12 million in research and development to create a system that met rigorous accessibility standards.

“We’ve worked closely with blind and visually impaired consumers from day one,” Gonzales said. “Their feedback shaped every touchpoint—from the tactile pad to the app’s voice prompt cadence. Our goal was to make self‑checkout not just a convenience but an empowerment tool.”

The development team integrated advanced computer‑vision algorithms to enable the app’s real‑time image recognition, allowing the system to read barcodes, identify packaging, and even detect mislabeled items. The technology also includes a “voice‑over” mode that can describe the layout of the checkout counter, including the position of the cash register, the bagging area, and any nearby exits.

Pilot Program and Customer Feedback

Target first introduced Audio‑Checkout in a limited pilot program in five stores across Minnesota, Wisconsin, and North Carolina. The pilot ran from January to June 2025 and involved over 500 blind and low‑vision shoppers. According to a post‑pilot survey, 92 % of participants reported a “positive experience,” citing ease of use and the ability to complete the checkout alone as key benefits.

One pilot participant, Sharon Lee, 38, shared her experience: “I’ve been shopping at Target for years, but it always felt like I was waiting for help at the self‑checkout. With Audio‑Checkout, I can walk in, scan my items, and finish without looking at a screen. It’s liberating.”

Target also rolled out a short “How It Works” video on its website and in in‑store signage. The video, which features subtitles and a narration that explains each step, received over 200,000 views within the first month.

Industry Implications

Retailers across the United States have been scrambling to improve accessibility, especially after the Americans with Disabilities Act (ADA) 2020 amendments required retail businesses to make “reasonable accommodations” for disabled customers. Target’s launch signals a shift toward technology‑driven solutions that not only meet legal requirements but also enhance customer experience.

Industry analysts predict that Audio‑Checkout could become a standard feature in the “future of retail.” “Retailers are investing heavily in automation and AI, but inclusive design is still an afterthought,” said Jonathan Park, a retail technology analyst at Retail Insights. “Target’s bold move could push the entire industry to prioritize accessibility from the ground up.”

Next Steps for Target

Target announced that it will begin a phased rollout of Audio‑Checkout in approximately 200 stores across the Midwest by September 2025. By the end of 2026, the company plans to make the system available in all 4,700+ Target locations nationwide, including the newly opened Target Express kiosks.

The retailer will also offer a free “Accessibility Training” package for employees, ensuring that staff can assist customers with the new system if needed. In addition, Target will continue to work with disability advocacy groups to refine the technology, promising an iterative approach that keeps customer feedback at the center.

A Call for Inclusive Innovation

Target’s launch of Audio‑Checkout marks a milestone in retail accessibility, showing that technology can bridge gaps and empower customers who have long been underserved. By combining tactile design, voice navigation, and advanced AI, the company has turned a traditionally visual process into a fully inclusive experience.

As Target expands the rollout, the company’s commitment to accessibility signals to the entire retail ecosystem that inclusion is not just a compliance issue but a competitive advantage. The “game‑changing” technology is set to redefine what self‑checkout means for blind and visually impaired shoppers, promising a future where no customer has to wait for assistance simply because they cannot see a screen.