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LOADINGERROR LOADING Target is aiming to make its shopping experience a little warmer with a new policy for employees. On Monday, the retail giant told USA Today about plans for its new “10-4” program, which would mandate that employees smile, wave and use “welcoming body language” with any customers within 10 feet of them. If customers dare to venture within 4 feet of Target team members, employees are required to up the ante with a personal greeting and “a warm, helpful interaction.” Advertisement It’s unclear when the new customer service strategy will be implemented, how forced friendliness would even translate into more business, or whether the company considered how some shoppers could be put off by these compulsory interactions. Target Executive Vice President and Chief Stores Officer Adrienne Costanzo seemed sold on the promise of “10-4,” however, telling USA Today, “We know when our guests are greeted, feel welcomed and get the help they need that translates to guest love and loyalty.” Advertisement “Heading into the holiday, we’re making adjustments and implementing new ways to increase connection during the most important time of the year powered by our team.” The policy comes at a tenuous time for the corporation, which once outpaced its competitors by billing itself as an elevated version of the big-box everything store, but has seen its stock price plunge 65% since 2021 for a combination of factors. Advertisement Target has had to contend with shifting product trends, an increasingly sluggish economy and boycotts over its decision to end its diversity, equity and inclusion initiatives in January. According to CNBC, store traffic has steadily declined every month since the boycotts began, adding up to a 7.6% drop in traffic between October 2024 and 2025. While a little kindness probably won’t hurt overall shopper satisfaction, a November 2024 survey from data tech firm Numerator revealed a far more practical way to help customers spend more money. According to its research, 27% of American shoppers would rather buy online or abandon a purchase altogether than wait for an employee to unlock merchandise that is secured from customers. So,WhatNow? Your SupportFuelsOur Mission Your SupportFuelsOur Mission Join HuffPost The shutdown may be ending, but the story isn’t. A deal’s been struck, but serious questions remain. Your membership powers the reporting that digs deeper and follows what happens next. We remain committed to providing you with the unflinching, fact-based journalism everyone deserves. Thank you again for your support along the way. We’re truly grateful for readers like you! Your initial support helped get us here and bolstered our newsroom, which kept us strong during uncertain times. Now as we continue, we need your help more than ever. We hope you will join us once again. We remain committed to providing you with the unflinching, fact-based journalism everyone deserves. Thank you again for your support along the way. We’re truly grateful for readers like you! Your initial support helped get us here and bolstered our newsroom, which kept us strong during uncertain times. Now as we continue, we need your help more than ever. We hope you will join us once again. Support HuffPost Already a member? Log in to hide these messages. Customers are even more impatient when it comes to waiting for employees to fetch makeup and personal hygiene products, which over 40% of shoppers said they’d ditch if it’s not available to snag straight off the shelf themselves. Advertisement Of course, if stores aren’t willing to do that, they’ll need more robust staffing at a time when retailers have been eager to cut labor costs through self-checkout and other forms of automation.
