American retail giant Target has ignited controversy with its new mandatory cheerfulness policy, requiring employees to maintain constant smiles and engage customers during the busy holiday season.
The '10-4' Programme: Forced Festivity or Customer Service Excellence?
According to internal documents obtained by Bloomberg, Target has implemented strict new guidelines dubbed the '10-4 programme' that mandate specific employee behaviours. Under these rules, workers must smile at any customer who comes within ten feet of them. When shoppers approach within four feet, staff are required to either ask if they need assistance or inquire about their day.
Chief Stores Officer Adrienne Costanzo defended the initiative, telling Bloomberg: 'Heading into the holiday, we're making adjustments and implementing new ways to increase connection during the most important time of the year.' While Target has traditionally encouraged friendly service, this marks the first time such behaviour has been formally mandated.
Mixed Reactions and Corporate Context
The policy announcement has generated significant criticism online, with many questioning its timing and implementation. 'Nothing boosts morale like mandatory happiness,' one user joked on X, while another commented: 'didn't they just fire a ton of employees? and now they want them to smile about it?'
The controversial move comes during a challenging period for the retailer. Target has experienced nearly three years of declining sales and recently announced corporate layoffs. Incoming Chief Executive Officer Michael Fiddelke, set to take over in February, has identified improving the shopping experience as a key priority.
During Target's second-quarter earnings call in August, Fiddelke acknowledged the company must 'do better' when it comes to customer experience. His appointment follows current CEO Brian Cornell's decision to step down, though Cornell will remain as executive chairman.
Broader Retail Industry Trends and Challenges
Target isn't alone in implementing such customer service protocols. Walmart has long operated its own '10-foot rule' requiring similar employee-customer interactions. However, Target's mandate arrives amid particular corporate turbulence.
The company's stock price has been volatile throughout 2024, losing more than 30% of its value since January. Retail analyst Neil Saunders of GlobalData noted that while corporate job cuts might boost profits, 'the move alone does not solve all of Target's ills.' Saunders emphasised that 'regardless of how the cost pie is cut, it also needs to be accompanied by a change of culture at Target.'
The retailer has faced multiple challenges in recent years, including backlash over its Pride collection, reversed diversity initiatives, and quiet price increases that alienated once-loyal customers. As the holiday season approaches, Target's attempt to enforce festive cheer through corporate policy represents both a customer service strategy and a cultural gamble that could determine its future trajectory in the competitive retail landscape.
