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Target missed the mark on this new initiative.
A new staff policy at Target, part of a program called 10-4, is forcing employees to engage with customers more, the retailer confirmed to USA Today.
Employees within 10 feet of a customer are now required to smile, make eye contact, wave, and use “friendly, approachable and welcoming” body language.
Furthermore, staff within a four-foot radius of a shopper must also personally greet the customer and initiate a warm, helpful interaction, the retailer said.
The company said that the new program is an attempt to elevate the shopping experience for patrons, making them feel truly appreciated.
“We know when our guests are greeted, feel welcomed and get the help they need that translates to guest love and loyalty,” Costanzo 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.”
Target did not specify when the new policy will be implemented or what would happen if an employee does not comply.
However, one Reddit user who claims to be a Target employee shared that there has been an “increase in secret shoppers” to see if they are abiding by the new rules.
Employees seen sounding-off online about the new policy agree it’s likely to backfire.
“Who the f–k is waving at guests? If I was [sic] a shopper, I would find that creepy,” one alleged Target worker wrote on Reddit.
“Who the heck waves? I’ve never waved at a guest and would feel so uncomfortable doing so,” another said.
One worker mocked the policy, saying the person who came up with it is “obviously an alien” and should be “investigated” by US authorities.
“There is no way they’ve lived on this planet for years and think ‘oh, waving is a completely natural thing to do with guests!’ “
“Nothing says ‘corporate joy’ like a mandatory smile,” one Reddit user lamented.
Customers aren’t happy about the change, either.
“When I’m a customer, I don’t want to be bothered while I’m shopping,” one noted.
“I’m a customer. Don’t do that. I give you permission to not look at me and smile,” someone wrote.
“As a guest, I would hate this,” another agreed.
“Catch me staying 11 feet away,” a user quipped.
Despite the backlash, Target’s new policy is not markedly different from other major consumer-facing roles — though it appears to take the concept a few steps further than others. Walmart’s “10-foot rule” requires employees to make eye contact with customers. Meanwhile, Disney theme parks have a “10-and-5 rule” in which cast members must smile and make eye contact at 10 feet, then greet them within five feet.
