Overview
- Under the 10-4 program, workers acknowledge shoppers at 10 feet with a smile or wave and, at four feet, offer help or brief small talk.
- Chief Stores Officer Adrienne Costanzo said the changes are timed for the peak season to increase connection during the most important shopping period.
- Target reported to Bloomberg that key consumer metrics improved when shoppers were greeted or acknowledged.
- The retailer is pushing service upgrades after a prolonged slump, with shares down over 30% this year, roughly 1,800 corporate roles cut, and an incoming CEO prioritizing guest experience.
- Target confirmed the guidance to Bloomberg without a standalone public release, and its holiday activation also includes weekend in-store toy demonstrations through December 21.