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Target is instituting a new program requiring employees who are within 10 feet of customers to smile, make eye contact, wave, and use friendly, approachable, and welcoming body language.
If staff members are within 4 feet of customers, they must personally greet the guests, smile, and initiate a warm, helpful interaction, Target told USA Today.
The program -- called “10-4” -- is designed to elevate the shopping experience for patrons, making them feel appreciated.
“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 EVP and chief stores officer, said in a statement to USA Today. “Heading into the holiday, we’re making adjustments and implementing new ways to increase connection during the most important time of the year powered by our team.”
The move comes as Target has been struggling with weak traffic for several quarters. On Wednesday, Target lowered its earnings guidance for the year as same-store sales fell for the third consecutive quarter.
Target did not specify when the new policy will be implemented, or what would happen if an employee does not comply.
Target Associates, Management Staff Seemingly Weigh in on Social Media
However, one Reddit user who claims to be a Target employee shared that their team leader indicated they’re “supposed to have conversations with you if you’re not doing it [the protocol]. Also there has been an increase in secret shoppers to see if you’re actually doing it.”
Several other alleged Target employees on the same Reddit post agreed that the new policy would likely backfire.
One said, “Who the heck waves? I’ve never waved at a guest and would feel so uncomfortable doing so!”
Another said, “I feel like this is a more aggressive way of letting customers know that you’re watching them. Just say hi or good morning to guests who pass you, what’s the big deal in that?"
One customer in the Reddit thread stated, “Introverted customer here, I do not want to be acknowledged, waved to, smiled at, unless I approach an employee! Let me shop in peace!”
Still, several alleged Target employees felt the request was a basic expectation of a store associate. One said: “Y’all are thinking too hard about it. It’s as simple as ‘need anything?,’ ‘You doing alright,’ ‘How’s it going?,’ ‘Finding everything?’”
One alleged manager said, “To be fair at my store it was explained as 10 feet away is any kind of non-verbal acknowledgement (smile, nod, whatever), and 4 feet is a verbal acknowledgement (just a hey, hi, hello) then the team is supposed to gauge their reaction to decide if the guest needs more or not. If they just want to be left alone, leave them to it.
"That being said I told my team what’s expected of them, and off the record told them there’s no way for me to enforce it, but they will be called out by other leaders, that they might be asked what it is, and that our DSD was in the store earlier this week checking if we were doing it," the post continued.