Overview
- Internal guidance dubbed the 10-4 program directs employees to smile, make eye contact, and greet or wave at 10 feet, then ask if help is needed at 4 feet.
- Chief Stores Officer Adrienne Costanzo said the change is timed for the holidays to increase connection during the most important period of the year.
- The approach mirrors Walmart’s longstanding 10-foot rule, aligning Target with a widely used retail greeting standard.
- The directive formalizes engagement behaviors that Target previously encouraged rather than introducing a new concept.
- The rollout follows a stretch of flat sales, a share-price drop reported at more than 30% this year, store refresh plans, and the elimination of about 1,800 corporate jobs.