Target Mandates Worker Smiles, Friendliness to Boost Sales

Target Corp. is leaning into “Minnesota Nice.”

The Minneapolis-based retailer has a new directive for store employees: If a shopper comes within 10 feet of you, then make sure you smile, make eye contact and greet or wave. If they come closer — within four feet — ask whether they need help or how their day is going, according to new guidance confirmed by Bloomberg News.

The new initiative — dubbed the 10-4 program internally — is among Target’s latest efforts to make its stores more welcoming and reverse its extended streak of weak sales ahead of the all-important holiday ...