A new policy at Target has sparked a heated debate among shoppers and employees alike. The so-called "10-4" rule, which requires employees to engage with customers in a specific manner based on proximity, has left many feeling frustrated and even driven some shoppers away.
According to Target's guidelines, if an employee is within 10 feet of a customer, they must smile, make eye contact, and use friendly body language. When they get closer, within 4 feet, staff are expected to personally greet the customer and initiate a warm, helpful conversation.
Target's executive vice president, Adrienne Costanzo, believes that greetings are key to building customer loyalty. However, this mandatory friendliness has raised concerns and sparked controversy.
"It's like we're being forced to put on a show," one shopper commented. "I understand being polite, but this feels excessive and intrusive."
But here's where it gets controversial: some argue that the issue isn't the rule itself but the underlying problem of unhappy staff. "If employees aren't smiling, it's a sign that something is wrong," said a Reddit user. "Target should focus on making its employees happy, not forcing them to act happy."
And this is the part most people miss: the impact on customer experience. Shoppers have likened the forced interactions to their reasons for avoiding certain stores. "The constant check-ins make me feel pressured and uncomfortable," shared another shopper. "It's the exact opposite of a welcoming experience."
Target's new policy aims to elevate the shopping experience, but it seems to have missed the mark for many. With the incoming CEO, Michael Fiddelke, set to take over in February 2026, the future of this policy remains uncertain. Will Target adjust its approach, or will this "10-4" rule become a permanent fixture?
What are your thoughts on mandatory friendliness in customer service? Do you think it enhances or detracts from the shopping experience? We'd love to hear your opinions in the comments below!
