What: Target’s new “10-4” customer service program formalizes in-store hospitality standards, requiring staff to greet and engage shoppers within set distances.

Why it is important: Scripted service protocols can enhance customer engagement, but their effectiveness depends on thoughtful implementation and the flexibility to adapt to individual shopper preferences.

Target has introduced the “10-4” program, instructing employees to smile, make eye contact, and greet customers as they approach within ten and four feet, respectively. This initiative mirrors similar hospitality standards adopted by Walmart and the hotel sector, aiming to create a consistently welcoming environment and improve the overall in-store experience. While such protocols can boost customer engagement and differentiate the brand in a competitive market, their success hinges on how they are implemented. Overly rigid or prescriptive rules risk alienating both customers who prefer less interaction and employees who value autonomy and judgment in their roles. The program also highlights operational trade-offs, as staff must balance greeting duties with other essential tasks like stocking shelves and fulfilling online orders. Ultimately, high-quality service is best achieved through a flexible, human-centered approach that empowers employees to adapt to diverse customer expectations and situational needs. 

IADS Notes: Target’s introduction of the “10-4” customer service program reflects a broader industry movement toward formalizing in-store hospitality standards to enhance customer experience and differentiate in a competitive retail landscape (Retail Dive, October 2025). This initiative mirrors Walmart’s longstanding ten-feet rule and the adoption of hospitality “zone” protocols from the hotel sector, as detailed by WWD (September 2025) and The Economist (October 2025). While these scripted service behaviors aim to create a welcoming environment and boost customer engagement, they also raise operational challenges—balancing staff productivity, fulfillment tasks, and the risk of employee dissatisfaction due to reduced autonomy (Vogue Business, July 2025). As Inside Retail (August 2025) notes, leading retailers are increasingly rethinking the in-store experience to meet evolving consumer expectations for authenticity, personalization, and efficiency. The effectiveness of such programs ultimately depends on workplace culture, employee empowerment, and the ability to exercise judgment, underscoring that high-quality service is best achieved through a flexible, human-centered approach rather than rigid prescriptions.

The 10-4 rule for interacting with customers