As the holiday shopping season approaches, Target has rolled out a new “10-4” customer engagement policy, drawing widespread attention from shoppers and industry observers. Announced in November 2025, the initiative requires employees to greet customers with a smile from 10 feet away and engage with them directly within 4 feet. This move marks a strategic shift in Target’s approach to in-store service, aiming to create a more welcoming atmosphere during a period critical to retail performance.
A Strategic Response to Market Challenges
The introduction of the “10-4” rule comes at a pivotal moment for Target. The company has faced a challenging year, with its stock value dropping more than 30% in 2025. Adrienne Costanzo, Target’s Chief Stores Officer, has emphasized that the new policy is designed to strengthen customer connections and rebuild loyalty. By focusing on personal interaction, Target hopes to differentiate itself from competitors and reverse recent declines in shopper satisfaction.
This initiative is part of a broader effort to enhance the overall retail experience. Alongside the “10-4” rule, Target is investing in inventory management, faster checkouts, and improved convenience, recognizing that operational efficiency must be balanced with a positive, human-centered atmosphere.
Shopper and Employee Reactions: Divided Opinions
The rollout of the “10-4” policy has sparked mixed reactions among Target’s customers. Some shoppers appreciate the increased attention and friendliness, viewing it as a welcome change in an era where automation often dominates the retail landscape. Others, however, question the authenticity of mandated greetings, expressing concerns that scripted interactions may feel forced rather than sincere.
Social media platforms have become a forum for debate, with many discussing whether genuine customer service can coexist with company-mandated behaviors. Employees, too, have voiced their perspectives online, noting the added pressure to meet new performance standards. For some, the policy represents an opportunity to connect more meaningfully with shoppers; for others, it introduces stress and challenges to maintaining job satisfaction during the busiest time of year.
Industry Trends: Human Touch in the Age of Automation
Target’s move is being closely watched by competitors, including Walmart, which has long employed greeters as part of its customer service strategy. The retail industry as a whole is grappling with how to balance technological advancements with the enduring value of personal interaction. As automation streamlines many aspects of shopping, retailers are increasingly recognizing that the human touch remains a key differentiator, especially during high-traffic periods like the holidays.
Customer engagement training has become standard practice, with companies seeking to stand out by offering personalized experiences and maintaining high service standards. Internationally, retailers adapt their engagement strategies to local cultures and expectations, but the trend toward more hands-on, personal service is evident worldwide.
Operational Support and Employee Well-Being
Behind the scenes, Target is leveraging technology to support its customer service goals. Advanced analytics and inventory systems help streamline operations, but the company acknowledges that technology alone cannot deliver the level of engagement shoppers expect. Clear guidance has been established to help employees consistently apply the “10-4” rule as part of Target’s operational framework.
Looking Ahead: The Stakes for Retail’s Future
As Target and other retailers navigate a rapidly changing landscape, the stakes for customer engagement have never been higher. With competition intensifying and consumer preferences evolving, the ability to blend automation with personalized service will be crucial.
The coming months will reveal whether Target’s “10-4” initiative succeeds in restoring customer trust and driving holiday sales. For the retail industry at large, the experiment offers valuable insights into how service culture and technology can be balanced to meet the demands of modern shoppers. The outcome may shape not only Target’s fortunes but also the broader direction of retail in an era defined by both convenience and connection.