Target's disturbing staff policy is making shoppers uncomfortable: 'This is horrible'
Ahead of the holidays, Target introduced a new guideline intended to draw customers in. Turns out, it did the opposite. Back in November, Target demanded that workers kept their spirits bright and their smiles even tighter as the holiday rush hit full speed.Indeed, the superstore imposed a bizarre new rule on employees in an effort to spark some festive cheer up and down its aisles - but this plan has now backfired. Target told shop assistants they had to slap a massive grin on their faces any time they came within 10 feet of a customer. Not only that, employees were also instructed to enthusiastically greet every shopper that came within four feet of them. Target executives hoped that the new policies would drive sales up after a streak of disappointing numbers, but the over-bearing employee gameplan has apparently flopped. 'I will spend any time at target making sure I’m not within 4 feet of any employee,' one shopper wrote on Reddit.'The aggressive forced interaction is the exact reason why I avoid going into Ulta [a cosmetics store known for its hands-on customer service],' another said. Back in November, Target demanded that workers kept their spirits bright and their smiles even tighter as the holiday rush hit full speed Target's in-store employees have been told they must always look happy when near to customers Target executives hoped that the new policies would drive sales up after a streak of weak sales, but the over-bearing employee gameplan has apparently backfired'This is horrible. Customers do not want this,' someone added. 'This sucks for everybody. I'm sure the majority of the employees don't want this. Introvert or not, I doubt most customers want this' said a different user. 'All this policy does is force an awkward non-genuine interaction that 95 percent of people aren't interested in.'Another suggested: 'They should provide bright "DO NOT APPROACH ME" stickers at the entrance for customers that want to be left alone.''Well that just reinforces my plan to never set foot in a Target again,' someone else wrote. Even Target employees are rallying against the rules. 'We have all entered our creepy smile era,' one said. 'I promise you: we do not want to be doing this either. They force us to and managers will begin to punish us if we do not. Please complain to corporate,' another user claiming to be an employee wrote. Chief executive officer Michael Fiddelke said improving the shopping experience is one of his main priorities.Fiddelke said during the company's second-quarter earnings call in August that Target must 'do better' when it comes to facilitating a positive shopping experience. Target told shop assistants they have to slap a massive grin on their faces any time they come within 10 feet of a customer Employees were also instructed to enthusiastically greet every shopper that came within four feet of them Longtime CEO Brian Cornell announced that he was stepping down at the start of 2026'Heading into the holiday, we're making adjustments and implementing new ways to increase connection during the most important time of the year,' chief stores officer Adrienne Costanzo told Bloomberg when the rule was initially proposed. This guidance is part of Target's new initiative (internally dubbed the 10-4 program) to make its stores more welcoming. While Target has always encouraged workers to be outgoing and kind, it has never before mandated this behavior. Target announced the refinancing in October, it's looking to save money and reinvent itself after nearly three years of falling sales. 'The truth is, the complexity we've created over time has been holding us back,' Fiddelke said in a memo. 'Too many layers and overlapping work have slowed decisions, making it harder to bring ideas to life.'Fiddelke, a 20-year Target veteran, succeeds Brian Cornell in the role of CEO.Target's stock price has been on a roller coaster, losing around 37 percent of its value since last January.
