Target directs store employees to smile, interact more with customers
Update: 2025-11-17
Description
Minnesota-based retail giant Target is encouraging its store employees to smile and interact with customers more. Target shared with MPR News that the employee training program is called “10-4.” At 10 feet within a customer, Target is guiding store employees to smile and make eye contact with customers. And at 4 feet, employees should consider a conversation.
The new guidance has caused quite the conversation, with people reflecting “how do I want to be interacted with when going to a store?”
Joining Minnesota Now is an expert in consumer behavior and psychology, Aaron Sackett. He’s a marketing professor at the University of St. Thomas Opus College of Business.
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