Next time you go to Target you might see that employees behave in a different way, but it’s a decision from the company. Target has implemented a new rule called ‘’10-4’’ program, which has caused strong reactions from both customers and employees.
The company says this is a positive change that aims to improve customers’ experience and make them feel welcomed. However, many people feel like this is a forced behavior and this decision might lead to fewer customers going to Target. So, let’s find out more about this rule, shall we?
The ‘’10-4’’ rule
This rules establishes specific behaviour standards for Target employees depending on how far they are from customers:
- Within 10 feet: Employees must smile, make eye contact, wave, and use friendly and welcoming body language.
- Within 4 feet: Employees must personally greet the customer, smile, and start a warm, helpful conversation.
Target stated that this program is designed to elevate customers’ shopping experience and make them feel like they are special guests. The company believes that these greetings can make customers be more loyal and improve their perception of the store.
Adrienne Costanzo, Target’s executive vice president and chief stores officer, told USA Today that greetings and personal interactions “translate to guest love and loyalty.” She emphasized that the program is especially important during busy periods, like the holiday season, to strengthen connections between employees and shoppers.
Negative opinions from customers and employees
The 10-4 rule has caused strong reactions from both customers and employees. Many clients think this situation leads to an uncomfortable shopping environment because:
- Some feel employees will be constantly approaching them, even when they do not want help.
- Others compare it to experiences in other stores, like Ulta, where multiple employees repeatedly ask if customers need assistance, which can feel overwhelming.
Also, employees have shared their opinions on social media platforms like Reddit:
- Some question why the rule is necessary, saying that being friendly should already be part of the job.
- Others argue that the real problem is unhappy employees. If staff were happier, the policy might not be needed, as genuine smiles and greetings would happen naturally.
Shoppers have also said that forced interactions could push them to stop visiting Target entirely. One customer said, “This just guarantees that I’m NOT going into a Target ever again,” referring to repeated greetings or check-ins by staff.
Leadership and goals
The 10-4 policy is also aligned with the goals of the new Target CEO, Michael Fiddelke, who took office on February 1. Fiddelke has stated that he aims to drive growth and deliver better results, emphasizing the need to take advantage of Target’s strengths and make changes quickly and purposefully.
However, the company hasn’t announced yet the exact date when the rule will take effect and whether employees will face consequences if they do not follow it.
To sum up
If you have ever walked into a store and felt overwhelmed by too much attention, you can understand why some customers say they might stop going to Target. On the other hand, if you appreciate close, personalized service, the rule might seem like a positive change.So, this will affect you as a customer depending on how you like your shopping experience to be.
Ultimately, your comfort and shopping experience matter most, and any change to store policies will only succeed if it truly makes customers feel welcomed without feeling pressured. What do you think about this Target rule? Would you feel comfortable when employees start behaving that way? We will see if Target ends up losing customers because of this change or not.