Posted by Will Mandatory Friendliness Warm Up Target Holiday Shopping?
Target leadership is betting on a hefty dose of holiday cheer to boost in-store sales this Christmas shopping season.
Battling lagging sales and PR challenges, the big box retailer has been facing declining profits since 2021, with an alarming 65 percent drop in stock value during the same time period.
One solution Target will be trying this year is mandatory friendliness – a new policy where employees are required to put on a happy face and interact cheerfully with customers whenever they are near.
Target is calling it their “10-4” program. It’s not referring to the “10-4” slang of the popular CB radio trucking era, but specifically to any time a customer comes within ten feet or four feet of Target staff, with requirements for each.
According to the policy, a team member is required to smile, wave, and use welcoming body language whenever they’re within a 10-foot vicinity of customers. Similarly, if a customer comes within a 4-foot proximity, team members must up the friendliness quotient to include a personal greeting and a “warm, helpful interaction.”
While doubters question how and whether the policy can be enforced, no one disputes the value of a positive interaction during the hectic holiday season.
Adrienne Costanzo, Target Executive Vice President and Chief Stores Officer, confidently told USA Today, “We know when our guests are greeted, feel welcomed, and get the help they need, that translates to guest love and loyalty.”
With customer loyalty being all the more crucial during the Christmas shopping season, Costanzo noted that “Heading into the holiday, we’re making adjustments and implementing new ways to increase connection during the most important time of the year, powered by our team.”
Dissenters of the policy say there’s no guarantee shoppers won’t be put off by the forced attention. But making customers feel valued when they show up for in-store purchases may be more important than ever – especially in an era when online shopping is skyrocketing and as many shoppers choose to trade holiday crowds for a quiet laptop experience at home.
Will holiday cheer be just what Santa ordered to make Target’s Christmas wishes come true? Read the full story.