Story perspectives

Target's 10-4 Program Faces Backlash from Employees

11/13/2025

Summary

Story summary

Target's new "10-4 program" requires employees to engage customers within 10 feet by smiling and using welcoming body language to boost loyalty during the holiday season.
Employee reactions are largely negative, with many expressing discomfort over waving and greeting customers.
Some employees reported an increase in secret shoppers monitoring compliance.
Observers compare Target's policy to similar approaches at Walmart and Disney, noting Target's method is more extreme.

History

Historical Context

In 1990, Walmart adopted customer service strategies that boosted revenue by 10%, influencing retail giants like Target. In 2023, Target's "10-4 program" aimed to enhance customer engagement but faced employee backlash over enforced greetings. This tension reflects ongoing debates about employee autonomy versus corporate expectations, highlighting challenges in workplace culture and morale within the retail sector.

1 of 2

Story summary

Target's new "10-4 program" requires employees to engage customers within 10 feet by smiling and using welcoming body language to boost loyalty during the holiday season.
Employee reactions are largely negative, with many expressing discomfort over waving and greeting customers.
Some employees reported an increase in secret shoppers monitoring compliance.
Observers compare Target's policy to similar approaches at Walmart and Disney, noting Target's method is more extreme.

1 / 2