With the holidays approaching, Target is going all in to win back shoppers and bounce back after a slow year. The Minneapolis-based retail giant just launched a new customer-friendly initiative focused on human connection. “10-4 program” encourages employees to smile, chat, and actually connect with shoppers instead of just ringing up their carts.
The move comes as Target faces tough competition from retail heavyweights like Walmart and Amazon. Furthermore, due to growing pressure from investors to revive its signature ‘cheap chic’ image, it aims to make shopping in-store feel enjoyable again.
Target reportedly implementing new strategy to boost holiday sales
According to Bloomberg and The New York Post, Target has just launched a new company-wide policy to enhance the in-store experience ahead of the holiday rush. It’s called the “10-4 program,” and the idea is super simple but intentional.
If a shopper walks within 10 feet, employees have to smile, make eye contact, or give a friendly wave. Once a customer is within four feet, the staff is encouraged to start a quick chat, perhaps offer help, or simply ask how their day’s going. It might sound small, but Target’s execs are betting big on these little human moments. They say customer satisfaction increases when shoppers feel seen and greeted.
“Heading into the holiday, we’re making adjustments and implementing new ways to increase connection during the most important time of the year,” said Adrienne Costanzo, Target’s Chief Stores Officer, in a statement to Bloomberg News.
Target’s “10-4” program isn’t new in the retail world. Walmart has employed a similar approach for decades to enhance customer interactions. Additionally, Disney Parks rely on the same kind of friendly engagement to make guests feel welcome.
For Target, this push comes at a critical time. Sales have been shaky, with comparable store sales dropping 1.9% year-over-year in Q2 2025 and in-store sales sliding 3.2%. Online sales did grow 4.3%, but overall, Target is still trailing behind its rivals.
Investors aren’t thrilled either. Target’s stock is down more than 30% this year, while the S&P 500 has risen 14% during the same period. (via NY Post)
