Target is encouraging its staff to spread some holiday spirit, even if they might not feel up to it, as reported.
The retailer, based in Minneapolis, has rolled out a new policy mandating in-store employees to smile, make eye contact, and wave or greet customers within 10 feet. As noted by Bloomberg News, they’re aiming to enhance customer interactions.
If a shopper approaches within 4 feet, service personnel are expected to ask how they’re doing or if they need any assistance.
This internal initiative, called the “10-4 Program,” represents management’s latest attempt to elevate the shopping experience across nearly 2,000 Target locations for the holiday season.
Michael Fidelke, Target’s Chief Operating Officer, who steps into the CEO role next month, indicated that his main focus will be creating a consistent experience for shoppers, prioritizing cleanliness, friendliness, and swift delivery for online orders.
During an analyst call earlier this year, Fidelke mentioned that Target needs to “work harder” to ensure a consistently positive shopping atmosphere.
The company has been exploring various store layouts and improving their digital fulfillment processes to enhance efficiency and tackle inventory issues. In Chicago, some stores are handling more online orders while others focus exclusively on in-store service.
Following a period of weak sales, Target is sharpening its focus on customer experiences. They reported a 1.9% decline in comparable sales year-over-year for the second quarter of 2025, with in-store sales dropping by 3.2%, though digital sales saw a 4.3% increase.
Executives have committed around $4 billion this year towards new store openings, renovations, tech enhancements, and supply chain upgrades in hopes of recapturing what one analyst referred to as the “Target magic” that once attracted dedicated customers.
Adrian Costanzo, Target’s chief store officer, shared with Bloomberg that the company is evolving and finding new ways to foster connections during this crucial shopping period.
The report highlighted that key consumer engagement metrics tend to improve when shoppers receive a warm greeting.
Target’s stock has fallen by over 30% this year, contrasting with a 14% rise in the S&P 500, as price-conscious consumers focus on essentials and competitors like Walmart ramp up their price cuts and store refurbishments.
The company is set to release its third-quarter results soon. The Post has reached out to Target for their thoughts on the matter.
