What's happened
Target has introduced a new '10-4' program requiring employees to smile, make eye contact, and greet shoppers within 10 feet, with further interaction within four feet. The initiative aims to enhance customer experience during the holiday season amid sales challenges and competition.
What's behind the headline?
The '10-4' program reflects Target's strategic shift towards heightened customer interaction, aligning with practices at Walmart and Disney. While intended to boost engagement, the policy risks alienating shoppers who prefer less intrusive service. The backlash from employees and customers suggests a disconnect between corporate initiatives and consumer preferences. This move comes amid declining sales and increased competition, notably from Walmart's aggressive price cuts and store remodels. Target's focus on emotional connection may help differentiate its brand, but it must balance genuine service with customer comfort. The expansion of holiday decor and in-store events indicates an effort to create a festive shopping environment that appeals to nostalgia and holiday spirit, potentially offsetting sales declines. Overall, Target's approach aims to restore its 'magic' by emphasizing personalized service and festive experiences, but success depends on execution and customer reception.
What the papers say
The articles from Business Insider UK and NY Post highlight Target's new '10-4' customer engagement policy, which mandates employees to smile, make eye contact, and greet shoppers within specific distances. The policy is part of Target's broader effort to improve holiday sales amid declining performance, with comparable sales down 1.9% in Q2 2025. While similar to practices at Walmart and Disney, the policy has faced criticism from employees and customers, who find it intrusive or uncomfortable. The articles also note Target's increased holiday decor offerings and in-store events, aiming to create a nostalgic and festive shopping atmosphere. The coverage underscores the tension between corporate initiatives to boost sales and consumer preferences for authentic, unobtrusive service, set against a backdrop of broader retail challenges and competition.
How we got here
Target's new customer engagement policies follow a period of sluggish sales, with comparable sales down 1.9% in Q2 2025. The retailer has been investing in store remodels, digital upgrades, and new store formats to regain customer loyalty and improve in-store experience, especially during the holiday season.
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