Target mandates employees smile and make small talk in bid to lift holiday sales

Core Insights - Target is implementing a new directive for in-store employees to enhance customer interaction by mandating smiles, eye contact, and greetings within a specified distance to boost sales during the holiday season [1][2][4] Group 1: Customer Experience Initiatives - The initiative, referred to as the "10-4 program," aims to improve customer experience across nearly 2,000 Target locations nationwide [2] - Employees are instructed to greet or wave to shoppers within 10 feet and to offer assistance if customers come within 4 feet [1][6][13] - Target's Chief Operating Officer, Michael Fiddelke, emphasizes the need for a consistent guest experience, focusing on clean stores and faster online delivery [3] Group 2: Sales Performance and Strategy - Target has experienced sluggish sales, with comparable sales down 1.9% year-over-year in Q2 2025, including a 3.2% decline in-store, while digital sales increased by 4.3% [7] - The company is investing approximately $4 billion this year in new stores, remodels, technology, and supply chain upgrades to regain customer loyalty [11] - Target's stock has decreased over 30% this year, contrasting with a 14% gain for the S&P 500, as consumers prioritize necessities and competitors like Walmart enhance their offerings [13]