Target's new '10-4 program', which requires employees to smile and greet customers within set distances, is reportedly backfiring and alienating shoppers. The policy, introduced ahead of the holiday season, mandates staff to smile when within 10 feet of a customer and engage further within four feet.
The retail giant implemented the guidelines to boost sales and improve consumer metrics, which traditionally improve when shoppers are acknowledged. However, the forced interactions have been met with criticism from customers who find them insincere and intrusive.
Target has faced slowing business since the pandemic, with price-conscious shoppers focusing on essentials and deals. The company also rolled back diversity, equity and inclusion programs earlier in 2025, prompting boycott calls from some customers and community groups.
Additionally, Target recently eliminated 1,800 corporate positions to reduce complexity. Its shares are down over 30% year-to-date, underperforming the S&P 500, as complaints about empty shelves and long lines have surfaced online.
To address these challenges, Target is working on improving in-stock levels, store appearance, and customer engagement. The company will also host free in-store toy demonstrations every weekend through December 21.
