What was Target's controversial customer interaction policy?

Target encouraged employees to smile at customers within ten feet and greet them when they came within four feet.

How did customers react to Target's '10-4' rule?

Many customers found the mandatory greetings to be over-bearing, disingenuous, and 'creepy', with some stating they would avoid Target stores.

Was Target's customer interaction policy enforced in stores?

An investigation at a New York City Target store found that employees were not actively enforcing the '10-4' smile and greet policy.

Home / Business and Economy / Target's Smile Policy Backfires

Target's Smile Policy Backfires

14 Feb

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Summary

Target encouraged employees to smile within 10 feet and greet within 4 feet.
Customers found the mandatory greetings over-bearing and disingenuous.
An in-person visit found staff not enforcing the customer interaction policy.

Target recently faced significant backlash after reinforcing a staff program designed to enhance customer comfort. The initiative encouraged employees to smile at customers within ten feet and offer greetings within four feet. This policy, a long-standing part of worker training, was amplified ahead of the holidays.

However, instead of fostering a welcoming atmosphere, the program was met with criticism online. Many customers expressed feeling creeped out and overwhelmed by the directive, with some vowing to avoid Target stores. A visit to a Target in New York City's Union Square revealed that the policy was not visibly enforced, with employees stocking shelves not making eye contact or offering greetings.