Target makes weird new rule to win back customers
Your shopping experience may look a little different the next time you visit Target.
That’s because the store recently enacted a strange new policy that will affect every customer who visits the company’s 2,000 or so retail locations nationwide.
Target’s new rule change is the latest in a series of policy changes from the retailer, which is struggling with a major sales slump.
It’s unclear how customers will react to this change, or whether it will encourage them to visit Target stores more often and help the chain turn things around.
Target has gone through a number of changes lately, and not all of them have been popular.
Once, The company’s CEO resigned after 11 yearsValid as of February 1, 2026. Target also ended its popular price matching policyThis made the customers very unhappy.
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But this new change aims to make stores more attractive, with Target now implementing a “friending” rule.
Especially, Bloomberg News Target employees must now follow official guidelines on how to interact with customers. The new rules encourage them to be more welcoming to guests in the store.
While Target has long encouraged employees to be friendly, which is the norm in the retail world, the new rules are much more specific than in the past.
Bloomberg News reported that the policy is known as the “10-4” rule because of what it entails. Specifically, under Target’s new 10-4 policy:
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If customers are within 10 feet of an employee, the employee must make eye contact, smile and say hello.
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If customers come within 6 feet of an employee, the employee should either ask if they need assistance or check in to see how their day was.
The policy is reportedly similar to one Walmart has long implemented, requiring employees to make eye contact if a customer comes within 10 feet. But it goes a few steps further in its requirements.
Target’s Chief Store Officer Adrienne Costanzo confirmed the change to Bloomberg News, saying:
While the policy change appears to be aimed at improving customer experience, ultimately the focus is on improving the company’s profitability.
In fact, Bloomberg reported that Target learned that “key consumer metrics increase when shoppers are greeted or acknowledged.”
Target’s new friendliness policy is part of a broader effort to encourage customers to start shopping in-person with the retailer again. The rule change comes at a time when the company faces significant challenges.
