Target’s new customer service policy is sparking outrage, and it’s not hard to see why. Imagine walking into a store only to be greeted with what feels like an overbearing, almost robotic level of enthusiasm from employees—every single time. This is the reality shoppers are now facing with Target’s ‘10-4’ rule, a policy that dictates exactly how employees should interact with customers based on their proximity. But here’s where it gets controversial: while Target claims this is about ‘elevating the shopping experience,’ many customers and employees alike are calling it anything but welcoming.
Here’s how it works: If a Target employee is within 10 feet of a customer, they’re required to smile, make eye contact, wave, and use ‘friendly, approachable, and welcoming body language.’ Sounds reasonable, right? But it doesn’t stop there. If an employee gets within 4 feet, they must personally greet the customer, smile again, and initiate a ‘warm, helpful interaction.’ According to Target’s executive vice president and chief stores officer, Adrienne Costanzo, these interactions are key to building customer loyalty. ‘We know when our guests are greeted, feel welcomed, and get the help they need, that translates to guest love and loyalty,’ she told USA Today. But is this genuine connection or forced interaction?
And this is the part most people miss: the policy doesn’t just aim to improve customer service—it’s part of a broader strategy by incoming CEO Michael Fiddelke to drive growth and ‘regain momentum.’ Fiddelke, who takes the helm in February 2026, has emphasized the need to ‘embrace change with pace and purpose.’ But at what cost? On platforms like Reddit, employees are questioning the need for such a rigid rule. ‘Kinda what we’re supposed to be doing anyway, but still,’ one user wrote, while another pointed out the elephant in the room: ‘If your employees aren’t smiling, it’s probably because they’re wildly unhappy. Fix that, and you won’t need to mandate happiness.’
Shoppers are equally frustrated, with some drawing parallels to Ulta, another retailer known for its aggressive customer service. ‘The last time I went to Ulta, I was approached by five different employees in 20 minutes,’ one shopper shared. ‘I finally snapped and said, “I’m not trying to be rude, but this is the seventh time someone’s asked if I’m finding everything I need.” Target’s new policy guarantees I won’t be stepping foot in their stores again.’
Is this the future of retail, or a step too far? Target hasn’t disclosed when the policy will take effect or how it will be enforced, leaving many to wonder if employees will face repercussions for not complying. What’s clear is that the line between exceptional service and overwhelming interaction is thinner than ever. So, we have to ask: Does this policy truly enhance the shopping experience, or does it risk alienating both customers and employees? Let us know your thoughts in the comments—are you team ‘10-4’ or team ‘leave me alone’?
