Target customers will soon see more smiles and maybe even exchange more pleasantries with employees, thanks to a new staff policy the retailer has implemented, the company said.

The new policy requires employees who are within 10 feet of customers to smile, make eye contact, wave, and use friendly, approachable, and welcoming body language, the Minneapolis-based retailer told USA TODAY on Monday, Nov. 10.

If staff members are within 4 feet of customers, they must personally greet the guests, smile, and initiate a warm, helpful interaction, Target said.

The requirements are part of a program called 10-4. The program is one way Target is trying to elevate the shopping experience, the company told USA TODAY.

Target said the company wants to make sure customers truly feel like guests who are appreciated.

Adrienne Costanzo, Target’s executive vice president and chief stores officer, said the company has done a great job so far in creating a good in-store experience for customers.

“We know when our guests are greeted, feel welcomed and get the help they need that translates to guest love and loyalty,” Costanzo 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 say when the policy will go into effect, or whether employees will be reprimanded if they don’t abide by the policy.

‘We have work to do to reach our full potential,’ incoming CEO said in August

Target said the new policy also aligns with incoming CEO Michael Fiddelke’s goals for the company.

Target announced in August that the company’s board of directors had unanimously elected Fiddelke as CEO, effective Feb. 1, 2026. Fiddelke has been part of the Target brand for 20 years, the company said, working in merchandising, finance, operations and human resources.

The company said he has advocated for investments into pay and benefits for the company's team members.

“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 in August. “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."

How are employees responding?

Some Target employees took to Reddit to express their opinions about the policy, with some noting that they should be greeting customers anyway.

"Kinda what we're (supposed) to be doing anyway, but still," wrote Reddit user Ziglet_249. "I truly believe I promoted myself to guest at just the right time. Yesterday was my last day in the system, I am officially (retired)."

Another user, Odd-Face-3579, suggested the reason for the policy is because Target employees aren't smiling enough on their own due to what it's like working there.

"The problem isn't that it's a job requirement to smile (though the forced verbal greeting at 4 feet is a problem if you ask me.) The problem is that if your employees aren't smiling at guests, it's probably because your employees are wildly unhappy. If you fixed things for your employees to be happy, you probably wouldn't need to announce a new plan mandating happiness," Odd-Face-3579 wrote.

The user added that they go to work each day trying to be pleasant and nice to customers, but customers make that difficult and don't respond or acknowledge them at all.

"No eye contact, no nod, no noise, nothing, literally invisible at best and an annoyance at worst to people," the user shared. "And that's before you even get into how completely awful guests have gotten with just completely destroying the aisles these days. It really drains the will out of you."

Saleen Martin is a reporter on USA TODAY's NOW team. She is from Norfolk, Virginia – the 757. Email her at sdmartin@usatoday.com.

This article originally appeared on USA TODAY: Don't forget to smile. What to know about Target's new 10-4 policy.

Reporting by Saleen Martin, USA TODAY / USA TODAY

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