Story perspectives

Target's New '10-4 Program' Aims to Enhance Customer Experience

11/11/2025

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Summary

Story summary

Target has introduced the '10-4 program' requiring employees to smile and make eye contact within 10 feet.
Within 4 feet, employees must ask about customers' needs or well-being.
The policy aims to improve the shopping experience and boost sales for the holiday season.
The move followed a 1.9% year-over-year drop in comparable sales in the second quarter.
Incoming CEO Michael Fiddelke emphasized improving the shopping experience as a company priority.

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Story summary

Target has introduced the '10-4 program' requiring employees to smile and make eye contact within 10 feet.
Within 4 feet, employees must ask about customers' needs or well-being.
The policy aims to improve the shopping experience and boost sales for the holiday season.
The move followed a 1.9% year-over-year drop in comparable sales in the second quarter.
Incoming CEO Michael Fiddelke emphasized improving the shopping experience as a company priority.