If you notice a Target employee giving you a big ‘ole grin during your next shopping trip, there’s a reason why.
According to Bloomberg News, Target workers have been given new guidelines on how to interact with customers. The initiative, known as the 10-4 program internally, instructs employees to smile, make eye contact, and greet or wave to any shopper who comes within 10 feet of them.
If the shopper comes within four feet of them, the employees must kick it up a notch and ask them whether they need help or how their day is going.
While Target has always encouraged employees to engage with shoppers, this is the first time the retailer has outlined specific guidelines. The policy seems to draw inspiration from Walmart’s longstanding “10-foot rule,” which requires employees to make eye contact, smile, and offer help when a customer is within 10 feet.
In a statement to Bloomberg News, Chief Stores Officer Adrienne Costanzo indicated the retailer was indeed making these changes with the calendar in mind. “Heading into the holiday, we’re making adjustments and implementing new ways to increase connection during the most important time of the year,” she said.
These new efforts come during a challenging period for Target, which has seen sales dip in the past few years. This year was particularly tough for the retailer, which faced significant backlash and boycotts after eliminating some of its diversity, equity, and inclusion (DEI) initiatives.
In addition to the 10-4 program, Target has made headlines for other changes within the company in recent months. In July, it ended its beloved price-matching policy with external competitors like Amazon and Walmart. Furthermore, Target and Ulta Beauty announced in August that they mutually agreed not to renew their shop-in-shop partnership when the current agreement expires next year. CEO Brian Cornell also stepped down in August after 11 years amid backlash and slumping sales, per CNN.
Last month, Target eliminated approximately 1,800 corporate positions, revealing plans to restructure.
