Target’s “10-4” Mandate: New Rules Dictate How Staff Greet Shoppers

Target has rolled out new customer service guidelines for employees. The initiative is internally called the “10-4” program. It aims to make stores more welcoming ahead of the crucial holiday shopping season.

According to Bloomberg News, the rules provide specific instructions for staff engagement. This move is part of a broader effort to improve the in-store experience and reverse a streak of weak sales.

How Target’s New 10-4 Customer Service Rules Work

The guidelines are very precise. When a shopper comes within ten feet, employees must smile, make eye contact, and greet or wave. If a customer comes within four feet, staff should ask about their day and offer help.

Target’s Chief Stores Officer Adrienne Costanzo confirmed the adjustments. She told Bloomberg News the changes are for increasing connection during the most important time of the year. The retailer has reportedly found that key consumer metrics improve when shoppers are acknowledged.

Broader Push to Revitalize the Shopping Experience

This formalizes what was previously just encouraged. For years, Target urged staff to engage but lacked specific rules. Incoming CEO Michael Fiddelke has made improving shopping experience a top priority.

The program is not an isolated policy. Rival Walmart has enforced a similar “10-foot rule” for decades. Other retailers also balance being inviting without being overbearing. Target’s directive is a clear attempt to compete on service during a predicted strong holiday season.

Target’s new 10-4 program marks a strategic shift to prioritize human interaction in stores. The success of this customer service push could be vital for holiday sales performance.

Thought you’d like to know

What is Target’s 10-4 program?

It is a new customer service initiative. Staff must greet customers within ten feet and offer help within four feet. The goal is to create a more welcoming store environment.

Why is Target implementing this now?

Target aims to improve the shopping experience ahead of the holidays. The company is working to reverse a period of weak sales. Leadership has made customer connection a primary focus.

Does Walmart have a similar rule?

Yes. Walmart’s longstanding “10-foot rule” instructs associates to make eye contact and greet shoppers. Many retailers have their own versions of customer engagement guidelines.

Is smiling specifically mandated by Target?

The directive includes smiling as part of the greeting within ten feet. However, the broader program is about acknowledgment and offering assistance, not just a smile.

How have employees reacted to the 10-4 program?

Specific employee reactions are not detailed in official reports. The policy was communicated as an adjustment for the crucial holiday season to increase customer connection.