Target’s New Customer Interaction Policy Draws Criticism
Target’s latest attempt to win back customers has sparked significant discontent among shoppers and employees alike.
Last year, the retailer rolled out a new set of in-store guidelines mandating employees to smile, wave, and greet customers based on their distance. This initiative, referred to internally as the “10-4” program, has been met with a backlash online, with many shoppers finding the enforced cheerfulness uncomfortable and intrusive.
According to the new rule, employees are to engage with customers within 10 feet by smiling, making eye contact, and using open body language. When customers get as close as 4 feet, employees are required to greet them directly and offer assistance.
This policy was rolled out in November, right in the thick of the holiday shopping season, with executives hoping that these additional interactions would help improve declining sales.
Adrian Costanzo, Target’s executive vice president and chief store officer, mentioned, “We know that when our guests feel welcome and get the assistance they need, it leads to love and loyalty from them.” Yet, many shoppers quickly voiced their disapproval.
A Reddit user shared, “While I work at Target, I will make sure I am not within 4 feet of any employee.” Another chimed in, stating, “Mandatory performance friendliness isn’t genuine friendship. It’s uncomfortable to see employees forced to act like this.”
Some customers even proposed that stores provide “Don’t come near me” stickers at entrances, while others expressed intentions to avoid shopping at Target altogether.
Employees have also voiced their concerns. One worker noted, “We’ve entered the era of creepy smiles.”
Another employee pointed out, “I promise you, we don’t want to do this either. We are being compelled to do so, and if we don’t, managers will begin to penalize us.” They urged shoppers to file complaints with the company.
This discontent arrives amid other struggles for Target. The company reported a 1.5% decline in sales during the third quarter, alongside an 18.9% drop in operating profit, and comparable sales fell by 2.7%. Target’s stock has suffered as well, experiencing approximately a 37% decline since January 2025.
With leadership in flux—CEO Brian Cornell resigned earlier this year, and Michael Fidelke, a long-time employee, took over on February 1—Fidelke has made improving the in-store experience a priority. He admitted that the company’s complex structure was hindering progress, stating, “The excess layers and duplication are slowing down decision-making and hindering our ability to implement new ideas.”
Additionally, Target announced plans to cut 1,800 jobs, which is around 8% of its corporate workforce, marking its first major layoffs.
According to retail experts, this policy may indicate a broader trend toward enhancing human interaction in a landscape where automation is becoming increasingly prevalent. Shopping expert Trey Bodge mentioned, “As automation rises, the need for personal touch and connection grows ever more critical.”
As of now, Target has not clarified whether there will be formal penalties for employees who do not comply with the 10-4 rule or if the policy will be sustained in the long run.
