Target changes coupon policy as a result of media attention

Over the weekend, Target issued a new coupon policy internally to all of its stores to address the issues with coupons not scanning correctly at the registers. I’m posting the policy for everyone to read, which was sent to me by a Target employee who does not wish to be credited, but states “Every store got this today because of all the media attention… Target cannot afford another hidden-camera news piece showing this problem with the registers.”

UPDATE: 2:55pm on 11/8: The Chicago Tribune follows up with Target on these changes.

There are some interesting points in the new policy, which I’ll comment on below:

To ensure every guest receives the full value for each coupon, we are introducing a temporary coupon redemption process effective immediately. We expect to have this systematically resolved within the next 10 days.

NEW! Temporary Coupon Redemption Process
1. Make eye contact with the guest, smile and give a sincere greeting.
2. Ask each guest at the beginning of the transaction ‘Do you have any coupons today?’
3. Set the coupons aside until the end of the transaction
4. Scan all items
5. Process coupons one by one and check to ensure full value of each coupon was applied. If needed, adjust coupon amount by selecting

a) Discounts
b) Manufacturer coupon
c) Key in the remaining coupon amount

Your immediate implementation of the above process will ensure we are providing a great guest experience.

Resources:
The following resources are attached to verify that all team members understand the new coupon redemption process.
o Coupon Redemption Process Verification Sheet – The LOD must connect with every team member that will/may cashier on their shift to review the new temporary process prior to their shift.
o Coupon Redemption Process Instruction Sheet– Print, cut and post the small instruction sheet so it is visible to the cashier at each POS register to remind cashiers of the new coupon process.
o Time Clock Alert sign – Post the sign immediately at all time clocks to ensure all team members check in with their LOD to learn about the new coupon redemption process.

To Do – STL/LOD
· Immediately –
o Print all attachments.
o Post the Time Clock Alert sign at each time clock.
o Post the Coupon Redemption Process instruction sheet at every POS register, including Electronics, Pharmacy, Food locations, etc.
o Print a master team member roster list for your store and staple to the Coupon Redemption Process Verification Sheet to your list.
o With each team member that will/may cashier, complete the following:
· Review the new process from Coupon Redemption Process Verification Sheet.
· Place a check mark next to each team member name on the roster that they have read and understand the new process.
· Forward roster to each LOD until each person has been contacted.

Additional Details
· POS Cashier Speed-O-Meter will be turned off temporarily to accommodate for extra processing time. The Cashier Speed % metrics on DTK will also reflect green only (no metrics) as well.
· As a result of media attention, stores may see an increase in regulatory agency visits. Following any visit, the Regulatory Visit Form should be completed to recap the visit – Workbench I Shared Tools I Forms I Regulatory Visit Form and a mySupport submitted.

My first thought?

It’s about time!

With regard to the last two lines in red, I should clarify for my readers that Target (and other stores) base their cashier merits on how fast and how quickly they can send people through the lane. The Speed-O-Meter is something I personally have always found a little crazy – cashiers can actually be penalized for not getting people through as fast as some statistics state that they should. (Is it good customer service to whip people through the lane because you’re terrified of getting a bad review for your speed? No wonder some cashiers sigh when they see a coupon shopper enter the lane.) So, in stating that the Speed-O-Meter will be turned off means that Target cashiers won’t be penalized for the extra time it takes to ensure coupons scan correctly — which, again, is as it should be.

Look at the last line in red also — “As a result of media attention, stores may see an increase in regulatory agency visits.” The thing is, this has been in the media since summertime, but now their memo says they plan to have the problem fixed within TEN days! If it could be fixed within ten days, why did they wait about four months to address the problem?