Target rolling out more store safety measures ahead of holiday rush

Target Corp. is going all out to make holiday shopping easier and safer at its stores, including the expansion of contactless checkout and pickup options and a new feature that lets customers know if there is a line outside a store.

The discount giant, which has been enacting a variety of social distancing and safety measures in its stores since the beginning of the COVID-19 pandemic, is upping its efforts as the holiday shopping season kicks in. The company is doubling the number of parking spots dedicated to curbside pickup by adding nearly 8,000 more spaces, and eliminating the need for barcode scanning. Instead, drive-up customers can show their app to associates through their car window, with a personal identification number visible to confirm the order. Customers can also now adjust, in real time, if they want to pick up their online items using BOPIS or curbside, even after they have arrived at the store. 

Also, Target is now providing a dedicated page on its website Target.com/line that lets customers see if there is a line outside their local store and, if so, reserve a spot in the line. Target will then text the customer to notify them that it is their turn to enter the store.

In other new features, Target is enabling customers to use the Wallet mobile payment option in the Target app for a completely contactless self-checkout experience, eliminating the need to pick up a scanning device. (Wallet brings the Target Redcard payment card, Target Circle loyalty offers, weekly ad coupons, and gift cards in one place for a single scan at checkout.)

Target is also rolling out 1,000 more MyCheckout mobile payment devices to its store employees who use the devices to help customers check out anywhere in the store and avoid waiting in line.

"Year over year, the investments we've made in our business and team have made Target the easiest place to shop in America. As we've navigated the pandemic, that focus has evolved to ensure we're also creating the safest place for our customers to shop," said Target CEO Brian Cornell. "As we approach the holidays, customers can feel confident in choosing Target – a safe experience, incredible value, and a differentiated assortment that will help them celebrate the joy of the season."