Target has added a new responsibility to its employee job description: Smile and greet.

The directive – known internally as the “10-4 program” — was first reported by Bloomberg News and mandates employees to smile and make eye contact, as well as greet or wave, to any shopper who comes within 10 feet. If a customer is within 4 feet, the worker should ask whether they need help, how their day is going or a similar pleasantry.

According to a company official, the new rule is part of an effort to lift sales ahead of the holiday season.

“Heading into the holiday, we’re making adjustments and implementing new ways to increase connection during the most important time of the year,” Chief Stores Officer Adrienne Costanzo said in a statement to Bloomberg News.

The concept is also in keeping

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