Target’s humiliating new ’10-4′ policy forces workers to act like maniacs and terrify shoppers

Target is rolling out a new policy called “10-4” that requires employees to intensely engage with customers, and shoppers and staff are already slamming the initiative. The retailer confirmed to USA Today that this new staff policy is designed to force employees to interact with patrons more frequently in an effort to elevate the shopping experience.

This policy gets its name from the two distance markers that trigger mandatory interactions. If you’re within 10 feet of a Target team member, they are now required to smile, make eye contact, wave, and use “friendly, approachable and welcoming” body language, per NY Post.