With holiday shopping in full swing, the retailer is rolling out the 10-4 policy, which encourages staff to smile, greet and chat with customers. Target noted that the focus on customer service is to help shoppers feel appreciated.
The program delivers on the name, requiring employees who are within 10 feet of customers to either smile, make eye contact, wave and "use friendly, approachable, and welcoming body language," per USA Today.
“We know when our guests are greeted, feel welcomed and get the help they need that translates to guest love and loyalty,” Adrienne Costanzo, Target’s executive vice president and chief stores officer, told the outlet in a statement, adding that the adjustments ahead of the holiday season are to "increase connection during the most important time of the year powered by our team.”
Others can also see the policy backfiring, as one employee recounted once greeting someone who simply wanted to "shop in peace" and "not be spoken to by every single person I see."
"catch me staying 11 feet away," another joked.
The new initiative comes as Target attempts to reverse a sales slump, with incoming CEO Michael Fiddelke, who will start in Feb. 2026, setting his "urgent commitment to drive growth and deliver better results."
Another echoed, "Most associates really don't have a reason to smile at all as most are being overworked."
Someone who said they've worked at Target for 16 years revealed that it's just a new name for a policy that has always been around, explaining, "Covid really shifted the paradigm and the extreme focus on fulfillment has created a team that doesn't want to interact with guests due to time constraints and stress, adding that "many late millennial or younger shoppers don't want to be interacted with while shopping, and honestly compared to before Covid many older guests also don't seem to care if you try and interact with them."
As a shopper, are you in favor of the 10-4 policy?
Related: Aldi Issues Statement on Rumored Self-Checkout Shake-Up
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