Target’s newest effort to win back shoppers is drawing sharp reactions from both customers and employees.
Late last year, the retailer introduced a new in-store policy requiring workers to interact with customers based on how physically close they are. The initiative, known internally as the “10-4” program, instructs employees to smile, make eye contact, wave, and greet shoppers depending on their distance.
Under the rule, employees who are within 10 feet of a customer must smile, make eye contact, wave, and display welcoming body language. If they are within four feet, they are expected to greet the shopper directly, smile, and offer assistance.
The policy was rolled out in November as the holiday shopping season began, with company leaders hoping increased interaction would help lift sluggish sales.
“We know when our guests are greeted, feel welcomed, and get the help they need that translates to guest love and loyalty,” Adrienne Costanzo, Target’s executive vice president and chief stores officer, told USA Today.
However, the response from shoppers online has been largely negative. Some say the required friendliness feels unnatural and uncomfortable.
“I will spend any time at Target making sure I’m not within 4 feet of any employee,” one Reddit user wrote.
“Mandatory performative friendliness isn’t friendliness. I hate feeling like employees are being held hostage,” another commenter added.
“This is horrible. CUSTOMERS DO NOT WANT THIS,” a third person posted.
A few users even joked that stores should hand out “DO NOT APPROACH ME” stickers at the entrance. Others said the policy made them reconsider shopping at Target entirely.
Employees have also voiced frustration. Several workers on Reddit said the rule feels forced and awkward.
“We have all entered our creepy smile era,” one worker wrote.
“I promise you: WE DO NOT WANT TO BE DOING THIS EITHER. They force us to and managers will begin to punish us if we do not,” another user claiming to be an employee said, encouraging customers to raise complaints with corporate leadership.
The backlash comes as Target faces business challenges. In its November earnings report, the company disclosed a 1.5% drop in third-quarter sales and an 18.9% decline in operating income. Comparable sales fell 2.7%.
Target’s stock has also struggled, declining roughly 37% since January 2025.
Leadership changes have added to the period of transition. Longtime CEO Brian Cornell stepped down at the start of the year, and Michael Fiddelke, a 20-year company veteran, took over the role on Feb. 1. Fiddelke has emphasized improving the in-store experience as a key focus.
“The truth is, the complexity we’ve created over time has been holding us back,” Fiddelke said in an October memo. “Too many layers and overlapping work have slowed decisions, making it harder to bring ideas to life.”
In October, Target also announced it would cut 1,800 corporate jobs, about 8% of its headquarters workforce, marking its first major round of layoffs.
Retail analysts say the policy reflects a wider trend as stores attempt to balance increased automation with more personal customer interaction.
“As we automate more, having that personal touch, that personal connection, is very important,” shopping expert Trae Bodge told TODAY.
Target has not clarified whether employees will face formal discipline for failing to follow the “10-4” rule or whether the policy will remain in place long term.