Target's Latest Move is Making Some Customers Uncomfortable

In the coming days, the company aims to refine its approach by introducing new guidelines for its store employees.

BY MEDHA SENGUPTA

PUBLISHED FEB 5, 2026

Cover Image Source: Getty Images | Scott Olson

Target Frustrates Shoppers In Bid To Improve Experience

Customers walk outside a Target store | Getty Images | Photo by Alex Wong — Image Source: Getty Images | Alex Wong

Target is one of America’s most successful mass-market retailers, long known for putting customer satisfaction first. In the coming days, the company aims to refine its approach by introducing new guidelines for its store employees. While these changes may feel like a welcome boost for extroverted shoppers, more introverted customers could find the experience a bit uncomfortable. So, what's the new rule that Target has imposed?

Retail Rethink

Image Source: Getty Images| Justin Sullivan — Image Source: Getty Images | Justin Sullivan

According to Target's new policy, staff members must smile and exchange pleasantries with customers who are within 10 feet. That's not all. The staff will also have to 'make eye contact, wave, and use friendly, approachable, and welcoming body language.' The Minneapolis-based retailer shared the new policies with 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," said a Target spokesperson.

10-4 Policy

Image Source: Getty Images | Photo By Robert Nickelsberg — Image Source: Getty Images | Robert Nickelsberg

Target is calling this new policy the 10-4 program, under which they plan to elevate the shopping experience and make customers feel appreciated and welcomed like guests. Target’s executive vice president and chief stores officer, Adrienne Costanzo, in a conversation with USA TODAY said, “We know when our guests are greeted, feel welcomed and get the help they need that translates to guest love and loyalty."

Team Strength

Costanzo also emphasized that Target wants to implement these new rules to increase connection with their loyal customers and as well to draw in more. “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," Costanzo concluded. As of now, there is no official confirmation on when the new policy will go live and if there will be any repercussions for staff who do not abide by it.

Consumer Divide

Image Source: Getty Images | Photo By Justin Sullivan — Image Source: Getty Images | Justin Sullivan

While the new policy is designed for a superior customer experience, customers are divided. Introverts find it highly awkward to engage in any sort of communication with store employees and prefer self-checkout. However, another half want to talk to employees and cashiers. As per statistics data driven by Sensormatic Solutions, 64% of consumers want to associate with store staff, while as per x-hoppers survey, 60% of shoppers are even willing to travel a longer distance just to visit a store with friendly staff.

Against the Motion

“As we automate more, having that personal touch, that personal connection, is very important,” opined shopping expert Trae Bodge in an interaction with Today. In a time where stores want to use technology to have a swift and fluid shopping experience, Target wants to go against the grain and encourage human interactions. While there is no certain result to their new policy, it has received a mixed response from shoppers, and only time will tell how consumers will react to it. However, several consumers will certainly enjoy the special care, while others may detest being forced to interact.