Target Introduces New Smiling Policy for Employees
As the holiday season approaches, Target is encouraging its employees to bring more cheer to their daily interactions. The retail chain now requires workers to smile when they are within 10 feet of a customer.
In addition to smiling, employees must make eye contact and either wave or greet shoppers. When within four feet, they should ask customers how their day is going or if they need assistance.
Purpose Behind the New Guidelines
According to Bloomberg, this policy is part of a new guidance program introduced by Target’s incoming CEO. The goal is to create a more welcoming atmosphere in stores and reverse a recent decline in sales.
Impact on Customer Experience
Target states that certain consumer metrics improve noticeably when employees actively engage customers with greetings and friendly gestures.
“There are important consumer metrics that improve when customers are greeted.”
Author's summary: Target’s new employee policy emphasizes friendly customer interactions to boost store hospitality and counteract weak sales during the holiday season.