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.
If you close the gap and come within four feet of an employee, the requirements amp up significantly. Staff within that radius must not only smile, but also personally greet the customer and initiate a warm, helpful interaction. This is a massive shift, and honestly, the waving part sounds incredibly awkward, but this is the best Target bosses can think of.
Please don’t be creepy to us, Target
Unsurprisingly, the people who actually have to implement this policy are having a rough time. Employees sounding off online agree that this new initiative is likely to backfire, making the shopping experience worse, not better.
The feedback on Reddit has been brutal, especially regarding the requirement to wave at shoppers 10 feet away. “Who the heck waves? I’ve never waved at a guest and would feel so uncomfortable doing so,” one alleged Target worker wrote. Another employee echoed that sentiment, asking, “Who the f–k is waving at guests? If I was a shopper, I would find that creepy.”
One worker even mocked the person who came up with the “10-4” plan, suggesting they must be “obviously an alien” who needs to be investigated by US authorities. They noted that there is simply “no way they’ve lived on this planet for years and think ‘oh, waving is a completely natural thing to do with guests!’” Ultimately, forcing enthusiasm just creates resentment. As one Reddit user lamented, “Nothing says ‘corporate joy’ like a mandatory smile.”
Customers, or “guests” as Target calls them, are equally annoyed and disturbed by the prospect of mandated friendliness. Most shoppers seem to want to be left alone while browsing the aisles. One customer stated simply, “When I’m a customer, I don’t want to be bothered while I’m shopping.” Another user was even more direct, writing, “I’m a customer. Don’t do that. I give you permission to not look at me and smile.”
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The backlash has led some customers to joke about avoiding the interactions altogether. One user quipped, “Catch me staying 11 feet away,” which is a completely understandable reaction if you’re just trying to grab something quickly.
Despite the widespread negativity, Target insists the program is necessary to elevate the shopping experience and make patrons feel truly appreciated. The company is pushing this initiative especially hard as it heads into the holiday rush.
“We know when our guests are greeted, feel welcomed and get the help they need that translates to guest love and loyalty,” a representative named Costanzo said in a statement to USA Today. Target is “making adjustments and implementing new ways to increase connection during the most important time of the year, powered by our team.”
