Target wants happier greetings in stores with new ‘10-4’ policy

WASHINGTON — Target is launching an all-new customer service initiative that asks store employees to greet shoppers more warmly, including smiling, waving and engaging in brief conversation, as part of a push to improve the in-store experience ahead of the holidays.

The Minneapolis-based retailer confirmed to USA Today and Bloomberg that the new “10-4” program directs workers to smile, make eye contact, wave, and display welcoming body language when a customer is within 10 feet. If a shopper comes within 4 feet, employees are expected to greet them and offer assistance personally.

The goal of the initiative is to help customers feel more appreciated during the busiest shopping months of the year, Target explained.

“We know when our guests are greeted, feel welcomed and get the help they need that translates to guest love and loyalty,” Adrienne Costanzo, Target’s executive vice president and chief stores officer, 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.”

The company did not specify when the policy would take effect or whether employees could face consequences for not following the new guidelines.

The initiative comes as Target makes changes to revitalize its in-store experience and reverse a recent sales slump. Incoming CEO Michael Fiddelke, who takes over in February 2026, has said improving the shopping experience and driving growth are top priorities.

“My history with the company also deepens my sense of responsibility for where Target goes next, and I step into the role with an urgent commitment to drive growth and deliver better results,” Fiddelke said. “And to be clear, we have work to do to reach our full potential. Now’s the time to take full advantage of our strengths, embrace change with pace and purpose, and regain our momentum.”