Target Tightens In-Store Rules With New Mandate To Smile At Shoppers: Report

MINNEAPOLIS, MN — Target shoppers may notice extra friendliness in the aisles this holiday season as the retailer rolls out a new interaction policy across its stores, according to reporting from USA TODAY.

The outlet reported that the Minneapolis-based retail giant is introducing a program called 10-4, which outlines how employees should acknowledge shoppers based on their distance.

Workers are expected to offer a visible greeting such as a smile or wave when they are about 10 feet away from a guest. When employees are within roughly 4 feet, they are instructed to offer a verbal greeting and a more engaged, helpful interaction.

Target said the goal is to strengthen in-store connections and build a warmer atmosphere during the busiest shopping months of the year.

Tied To Incoming CEO’s Push For Stronger Store Experience

USA TODAY noted that the new expectations align with incoming CEO Michael Fiddelke’s plan to refocus the company on simpler, faster, and more guest-centered operations. Fiddelke, who takes over in February, has said the company needs to find ways to regain momentum after a long stretch of sluggish sales.

Reaction among Target employees on Reddit ranged from neutral to critical. Some commenters said greeting customers is already expected, while others questioned whether scripted friendliness would be effective in stores where workers feel stretched thin.

Corporate Restructuring Adds Pressure Ahead Of Holidays

The rollout comes as Target navigates a large corporate restructuring that directly affects the Twin Cities.

As previously reported by Patch, the retailer filed WARN notices this fall detailing 815 permanent layoffs at its offices in Minneapolis and Brooklyn Park. The cuts are part of a broader reduction of about 1,800 corporate roles nationwide, including 1,000 layoffs and nearly 800 job openings eliminated.

The company described the changes as a substantial reorganization intended to simplify the business. In an internal memo shared earlier this fall, Fiddelke told employees the company had grown “too complex” and needed to move faster.

Target has reported 11 consecutive quarters of weak or declining comparable sales, raising the stakes heading into the holiday season.