Target missed the mark on this new initiative.

A new staff policy at Target, part of a program called 10-4, is forcing employees to engage with customers more, the retailer confirmed to USA Today.

Employees within 10 feet of a customer are now required to smile, make eye contact, wave, and use “friendly, approachable and welcoming” body language.

Furthermore, staff within a four-foot radius of a shopper must also personally greet the customer and initiate a warm, helpful interaction, the retailer said.

The company said that the new program is an attempt to elevate the shopping experience for patrons, making them feel truly appreciated.

“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

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