In the midst of a sustained drop in sales and after a series of corporate layoffs, the U.S. retailer Target implemented a new labor policy called “10-4”, with which it seeks to improve the consumer experience and reactivate its revenues before the holiday season.
According to a Bloomberg report, the company instructed its workers to smile, make eye contact and greet any customer who comes within 10 feet (three meters). If the distance is reduced to four feet (about one meter), employees are to ask if the person needs help or how his or her day is going.
Target requires employees to smile and say hello
A smile mandate? Target employees must greet shoppers within 10 feethttps://t.co/VYu1eigl85
– ABC 33/40 News (@abc3340) November 10, 2025
The “10-4” program aims to strengthen the bond between workers and shoppers at the more than 1,900 stores Target operates nationwide, including a large presence in areas with high Hispanic populations such as California, Texas, Florida and Illinois.
The measure is inspired by a similar practice applied by Walmart for years, known as the “Ten Foot Rule”, which seeks to create a friendlier environment to encourage shopping.
According to internal research cited by Bloomberg, customer satisfaction and spending indicators increase when consumers are recognized or treated in a friendly manner.
The policy comes at a crucial time for the retailer, which faces stiff competition from chains such as Amazon, Costco and Walmart, as well as persistent inflation that has reduced the purchasing power of U.S. families.
A change after layoffs and financial problems
The announcement comes just weeks after Target confirmed job cuts at its corporate headquarters in Minneapolis and Brooklyn Park, marking its first significant round of layoffs in more than a decade.
The restructuring followed the resignation of CEO Brian Cornell, who stepped down after a prolonged decline in sales and net income.
In its latest quarterly report, released in August, the company reported a decline in comparable sales and net income, attributed to a drop in consumer spending, especially in household products, electronics and non-essential items.
The new leadership seeks to reverse the trend before the close of the fiscal year, traditionally driven by year-end shopping.
What do workers think?
Although the smile and wave policy may seem harmless, it has generated debate among employees.
Some see it as a way to improve the work environment and provide better customer service, while others see it as an added pressure in an environment of high workload and low wages.
Union sources and labor relations experts cited by Bloomberg caution that while mindfulness policies can improve consumer perception, they should not substitute for wage or structural improvements that help employees feel truly valued.
With this new initiative, Target intends to reinforce its image of proximity and service, at a time when consumers are more selective with their spending.
Analysts agree that the success of this strategy will depend not only on the gesture of a smile, but also on whether the company manages to balance customer satisfaction with the well-being of its employees.
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