Overview
- Under the 10-4 program, employees within 10 feet of a shopper must smile, make eye contact, wave and use welcoming body language, and within 4 feet must offer a personal greeting and help.
- Target has not disclosed when the policy begins or whether employees could face discipline for not following it.
- A company spokesperson confirmed the rollout applies across the United States, including stores in Arizona.
- Workers and customers reacted on social media with criticism, saying forced friendliness feels unnatural and may prove counterproductive.
- The initiative comes as Target contends with recent layoffs and calls for boycotts, adding pressure to improve the in-store experience ahead of the holidays.