US-based retailer Target has introduced a new workplace directive instructing store employees to greet and engage with shoppers.
As reported by Bloomberg News, the move is part of efforts to enhance the shopping experience ahead of the 2025 holiday period.
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The initiative, known as the 10-4 programme, requires employees to smile, make eye contact, and greet or wave when a shopper is within 10ft of them.
If a customer comes within four feet, employees are expected to offer assistance or ask how their day is going.
The policy is designed to make the store environment more welcoming.
Bloomberg News reported that the initiative aims to improve the overall shopping experience and reflects the company’s “Minnesota Nice” ethos.
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By GlobalDataIn a statement to the news agency, Target chief stores officer Adrienne Costanzo said: “Heading into the holiday, we’re making adjustments and implementing new ways to increase connection during the most important time of the year.”
Based in Minneapolis, the retailer has historically encouraged staff to interact with customers, although it had previously refrained from mandating formal engagement guidelines.
Comparable greeting policies are already in place at competitors such as Walmart.
Target found that internal consumer metrics showed improvement when shoppers were acknowledged by staff.
The move comes amid wider efforts to revive the company’s store performance following a period of subdued sales.
In October 2025, Target cut approximately 1,800 corporate positions as part of plans to streamline operations.
The retailer is also working on enhancing stock levels while preparing in-store events and demonstrations for the holiday season.
