The retail shopping experience is going through significant changes, and some Target customers are wondering if the store’s “good vibes” have disappeared due to recent security measures.
Target has started locking up entire merchandise aisles in an effort to combat theft, joining other major shopping mall chains like Walmart and CVS. Customers who want to purchase a product from a locked aisle must press a button and wait for an employee to unlock the desired items.
Have the good vibes disappeared from Target?
This trend, driven by retailers’ growing concerns over theft, has sparked a debate among shoppers and ignited social media opinions. Lauren Monet, a popular lifestyle and fashion content creator known as @laurenmoneto on TikTok, shared a video showcasing the newly installed locked cabinets at her local Target store. As of the date of this article, the video has been viewed more than 553,000 times.
In her video description, Monet raises two good questions: “Have you been to target recently? Have the good vibes disappeared?” She also notes that the security measures include the installation of locked cabinets in the aisles and an expansion of self-service options. Shoppers must now interact with an employee to acquire specific products, raising concerns among those who prefer a more independent approach to their shopping experience.
More workload to customers
Some customers have pointed out the irony of having fewer employees at the cash registers despite having more personnel to unlock the cabinets. This change has led to an increased workload for customers, as they now have to scan their own products at the checkouts.
Additionally, some customers feel uncomfortable having to ask an employee to retrieve hygiene products on their behalf rather than being able to access them directly. The lack of direct access to products can hinder label comparison and product evaluation before purchase.
Is this the new normal in retail stores?
While retailers, including Target, argue that these measures are necessary due to an uptick in theft, some researchers question the validity of this claim. It has been suggested that reducing in-store staff may boost profits for retail chains but could leave them with insufficient personnel to effectively deter theft.
As these security measures become the new norm in retail stores, shoppers may have to adapt to a different shopping experience. However, as Lauren Monet mentions in her video, this transformation may signify the end of the days when consumers can take their time to read product information and compare items at their leisure.