Target directs store employees to smile

Minnesota-based retail giant Target is encouraging its store employees to smile and interact with customers more.

The change is part of an internal training program called “10-4,” Target officials told MPR News. Within 10 feet of customers, Target is guiding store employees to smile and make eye contact. And at 4 feet, employees should consider a conversation with customers.

The change, first reported by Bloomberg, comes amid an effort to turn the brand around. Last month, Target laid off 800 corporate employees in the Twin Cities. Target has reported flat or declining comparable sales in nine out of the past 11 quarters. And Target’s decision to scale back its diversity, equity and inclusion programs caused backlash and boycotting of the brand.

Aaron Sackett, a marketing professor with a focus on consumer behavior at the University of St. Thomas, told MPR News host Nina Moini the customer service change is likely a move to regain some customer loyalty.

“Target has to reverse some of these negative trends in terms of their stock prices, in terms of their in-store numbers of shoppers per week, per month and so on and just overall consumer perception of the brand,” Sackett said.

Target said “elevating the shopping experience” is one of incoming CEO Michael Fiddelke’s key areas of focus. Fiddelke is set to take over the company on Feb. 1.

Target’s policy isn’t out of the ordinary. Many retailers have employees train on customer interaction.

When you head to Target, you may not be necessarily greeted by every employee you see. A spokesperson for Target told MPR News that the change isn’t a “policy” and will not be strictly enforced.

Sackett said it’s a smart move by the brand, as long as it’s rolled out with consideration for cultural and regional differences.

“If you go out to Boston or New York, for example, shoppers there would be very bothered and confused if the person who's bagging their groceries is engaging them in conversation,” said Sacket. “But here in Minnesota, that's pretty standard.”

Use the audio player above to listen to the full conversation.

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