The Target Corporation will spend $20M to install private bathrooms in its stores after customers protested the company's transgender bathroom policy. The store allows shoppers to use the bathroom that corresponds to their particular gender identity.

Many of Target's store's already have a standalone, private unisex bathroom, but it will add 277 to its stores by November 2017.

Target’s finance chief Cathy Smith said the move is a response to feedback from customers voicing displeasure over the company’s bathroom policy. She added the customer discontent hadn’t had a material impact on sales. CEO Brian Cornell had promised to roll out family restrooms earlier this year and defended the company’s stance on diversity.

Protests started at Target stores after the retailer said in April that it welcomed transgender employees and guests to use the restroom or fitting room that corresponded with their gender identity. “Everyone deserves to feel they belong,” the company wrote on its website.

The company announced its bathroom policy after North Carolina passed legislation that required people to use the bathroom designated on their birth certificate, rather than their "gender identity."

Target Corp. claims that boycotts, organized by groups such as the American Family Association, have not impacted its bottom line, but why else would Target spend $20M on the issue?

A spokesman for the AFA said the group was unsatisfied with the company's response and called it “basically a bathroom free-for-all.”