MINNEAPOLIS — Target has rolled out a new “10-4” program requiring store employees to smile, make eye contact, and greet customers who come within 10 feet of them, according to a Bloomberg News report (subscription required).
Under the policy, workers must smile and wave or greet shoppers within 10 feet. If customers come closer — within four feet —employees must ask if they need help or how their day is going. The initiative aims to reverse Target’s extended streak of weak sales ahead of the holiday season, with incoming CEO Michael Fiddelke prioritizing improved shopping experiences.
Target previously encouraged but did not mandate such interactions, mirroring rival Walmart’s long-standing 10-foot greeting policy, according to Yahoo Finance.
Target’s shares have dropped more than 30% year-to-date, with customers complaining about bare shelves and long lines.
Jewelers already know this playbook cold. Greet within seconds, gauge interest, assist without pressure. Target’s codifying what luxury retail figured out decades ago: recognition drives sales. But there’s a crucial difference — jewelry stores staff for service, while big-box chains notoriously run lean.
Employee reactions to the policy have been mixed. “I work at Target… we’re over-worked, under-staffed and a lot of stuff is locked up. Makes it hard to give a genuine smile,” said one worker on social media. Another added: “You want me to smile? Give me an incentive.” But some welcomed the formalization. One current Target employee said: “Most [Target team members] already kinda did this … It’s pretty nice, [I] have had a few nice conversations this way.”
Advertisement
One commenter on the Retail Hell sub-Reddit suggested a potential downside: “I remember a big-name grocery store putting this policy into place. It didn’t last long though. Female employees were complaining to management that male customers were hitting on them more because the forced smile they had to provide gave some men the idea the woman was interested in them. The store dropped the policy.”
Customer reactions proved equally divided. “Minnesota-born and bred Scandinavian here. And sorry, but I absolutely do want people to smile and be friendly,” said @chrisholmmusic, who identifies himself as a “lifelong Target shopper.” “I remember when this was just normal in stores. Bring it back.” But X user @the_lil_lawgirl wants the opposite: “PLEASE GOD, NO! This is the LAST thing I want when I go to Target! DO NOT talk to me, DO NOT look at me, DON’T EVEN ACKNOWLEDGE ME!”
Social commenters noted that Target’s “10-4” policy echoes existing internal rules from Walmart, Sam’s Club and others, but execution risks backlash if understaffing persists. One user commented: “Try smiling when you’re the only one covering backroom, electronics, and guest services during Black Friday rush.”
