What's Happening?
Target has introduced a new policy called the 10-4 program, aimed at improving customer interactions in its stores. Employees are required to smile, make eye contact, wave, and use friendly body language when within 10 feet of customers. When within 4 feet,
staff must personally greet and engage with customers warmly. This initiative aligns with the goals of incoming CEO Michael Fiddelke, who is set to take office on February 1, 2026. Fiddelke has been with Target for 20 years, working in various departments including merchandising and finance. The policy is part of Target's efforts to elevate the shopping experience and ensure customers feel appreciated.
Why It's Important?
The implementation of the 10-4 policy is significant as it reflects Target's commitment to enhancing customer service and fostering loyalty. By prioritizing customer interactions, Target aims to differentiate itself in the competitive retail market, especially during the holiday season. This move could potentially increase customer satisfaction and drive sales, benefiting the company's overall performance. Additionally, the policy supports Fiddelke's vision for growth and improved results, indicating a strategic shift in Target's operational approach.
What's Next?
Target has not specified when the policy will be enforced or the consequences for non-compliance. As the holiday season approaches, the company may monitor the policy's impact on customer satisfaction and sales. Employee feedback, as seen on platforms like Reddit, suggests mixed reactions, highlighting potential challenges in implementation. Target may need to address employee concerns to ensure the policy's success and maintain a positive work environment.
Beyond the Headlines
The introduction of the 10-4 policy raises questions about employee well-being and the pressure to maintain a positive demeanor. Some employees have expressed dissatisfaction, suggesting that the policy may not address underlying issues affecting morale. Target may need to consider additional measures to improve employee satisfaction, which could, in turn, enhance customer interactions.
