Story perspectives

Target's '10-4' Greeting Policy Faces Backlash Amid Sales Drop

2/7/2026

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Summary

Story summary

Target introduced a '10-4' policy last November requiring employees to greet customers based on proximity.
The policy aims to boost in-store interaction amid declining sales.
Customers and employees push back because they find the friendliness forced and invasive.
Critics propose alternatives like "DO NOT APPROACH ME" stickers.
Target CEO Michael Fiddelke has not confirmed the policy's future despite 1,800 corporate job cuts and a 1.5% fall in third-quarter sales.

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Story summary

Target introduced a '10-4' policy last November requiring employees to greet customers based on proximity.
The policy aims to boost in-store interaction amid declining sales.
Customers and employees push back because they find the friendliness forced and invasive.
Critics propose alternatives like "DO NOT APPROACH ME" stickers.
Target CEO Michael Fiddelke has not confirmed the policy's future despite 1,800 corporate job cuts and a 1.5% fall in third-quarter sales.