It appears that Target missed the mark on their new initiative. A new staff policy at the retailer forces employees to engage with customers more. Employees within 10 feet of a customer are now required to smile, make eye contact, wave, and use “friendly, approachable and welcoming” body language. Furthermore, staff within a four-foot radius of a shopper must also personally greet the customer and initiate a warm, helpful interaction. The company said the new program is an attempt to elevate the shopping experience for patrons, making them feel truly appreciated, which translates to loyalty. Target didn’t specify what will happen if employees don’t comply. Some Target employees have revealed that there’s been an increase in “secret shoppers” to see if employees are abiding by the new rule. Employees have taken to social media to express their opinions, with most saying they think the rule is ridiculous. Customers aren’t happy about the change, either. One social media commenter posted, “When I’m a customer, I don’t want to be bothered while I’m shopping.” Despite the backlash, Target’s new policy isn’t the first. Walmart’s “10-foot-rule” requires employees to make eye contact with customers, while Disney theme parks have a “10-and-5 rule” that requires cast members to smile and make eye contact with any guests within 10 feet, then greet them within 5 feet.
