Full Breakdown
Target Implements New "10-4" Greeting Policy for Employees
11/13/2025, 7:53:09 PM
Overview of the New Policy
Target has introduced a new employee policy known as the "10-4" program, which mandates that workers smile, make eye contact, and greet customers within ten feet. If a customer comes within four feet, employees are required to engage further by asking if they need assistance or how their day is going. This initiative aims to enhance customer interactions and boost sales, particularly as the holiday shopping season approaches.
Background and Context
The introduction of the 10-4 policy comes amid significant challenges for Target, including a recent round of layoffs affecting approximately 1,800 corporate positions, marking the company's largest layoffs in a decade. These layoffs followed a decline in sales and profits, with Target reporting a 3.2% drop in brick-and-mortar sales. The company has faced additional pressures from boycotts related to its diversity, equity, and inclusion initiatives, which some customers perceived as misaligned with the company's values.
Official Statements & Responses
Adrienne Costanzo, Target's Executive Vice President and Chief Stores Officer, stated, “We know when our guests are greeted, feel welcomed and get the help they need that translates to guest love and loyalty.” She emphasized that the policy is part of a broader strategy to improve customer connection during the critical holiday season. However, Target has not disclosed when the policy will take effect or what consequences employees may face for non-compliance.
Criticism & Opposition
The 10-4 policy has faced backlash from both employees and customers. Some employees have expressed discomfort with the mandatory nature of the greetings, with one stating on Reddit, “Who the heck waves? I’ve never waved at a guest and would feel so uncomfortable doing so.” Customers have also voiced their discontent, with comments like, “When I’m a customer, I don’t want to be bothered while I’m shopping.” Critics argue that the policy may backfire, as it could create an artificial atmosphere that detracts from the shopping experience.
On-the-Ground Reports
Feedback from employees indicates a mix of skepticism and concern regarding the new policy. Some workers have noted an increase in "secret shoppers" to monitor compliance, which adds pressure to their roles. A former employee remarked that the new rules largely reflect existing expectations but add unnecessary stress during peak shopping times.
What's Next
As Target navigates the implementation of the 10-4 policy, it will be crucial to monitor its impact on customer satisfaction and employee morale. The company’s new CEO, Michael Fiddelke, who will begin his tenure on February 1, has indicated that improving the customer experience will be a priority. The effectiveness of the 10-4 program in reversing declining sales and enhancing customer loyalty remains to be seen.
