Target tells workers to smile, wave, and greet shoppers if they come within 10 feet of them
Target just rolled out a new rule for store employees: “smile, make eye contact, and greet or wave” when a shopper comes within 10 feet — and if they get closer, within four feet, “ask whether they need help or how their day is going,” according to a new Bloomberg report.
Dubbed the “10-4 program” internally, the rule mirrors rival Walmart’s own 10-foot policy, formalizing behavior Target had previously only encouraged.
In August, the retailer’s incoming CEO, Michael Fiddelke, underscored that improving customer experience is a top priority, saying “an elevated experience is every bit as important as product.”
The move comes after a rough year for Target: annual sales have remained flat for four years, shares have fallen more than 30% year to date, and customers have complained about inconsistent stock levels and messy aisles. The company has already cut 1,800 corporate jobs and promised to refresh its stores ahead of the holiday season, with nearly a third of its annual sales coming from the fourth quarter.
In August, the retailer’s incoming CEO, Michael Fiddelke, underscored that improving customer experience is a top priority, saying “an elevated experience is every bit as important as product.”
The move comes after a rough year for Target: annual sales have remained flat for four years, shares have fallen more than 30% year to date, and customers have complained about inconsistent stock levels and messy aisles. The company has already cut 1,800 corporate jobs and promised to refresh its stores ahead of the holiday season, with nearly a third of its annual sales coming from the fourth quarter.
