Target has implemented a performance evaluation system that measures how friendly store employees are to customers, rating workers on behaviors including smiling, greeting shoppers, and offering assistance as part of an effort to boost declining sales.
The New Scoring System
The Minneapolis-based retail chain now evaluates employees across multiple categories including customer interaction, reliability, teamwork, and execution. Managers track how consistently workers smile, engage with customers, and provide help as shoppers browse stores. The assessments remain in a pilot phase but are expected to expand throughout the nationwide chain. Target has already trained over 300,000 employees through a new guest experience program aimed at making stores more welcoming and engaging for customers who shop there.
The initiative forms part of CEO Michael Fiddelke’s turnaround strategy since taking the helm in 2024. Fiddelke previously served as the company’s chief operating officer and finance chief before his promotion. He has prioritized improving customer experience alongside investments in store remodels, merchandising updates, and technology improvements. During a recent earnings call, Fiddelke stated that a great guest experience begins with a warm, friendly, and helpful team working in stores.
The 10-4 Rule and Dress Code
Target introduced its controversial 10-4 customer service policy last year as part of the broader effort. The rule encourages employees to smile, greet, or make eye contact with customers within 10 feet of distance, and to offer assistance when shoppers come within four feet. The retailer also tightened its visual brand standards, now requiring workers to wear red tops paired with blue jeans or khakis in all store locations nationwide. These policies aim to create a consistent experience across Target’s operations.
Industry-Wide Trend
The push reflects broader changes in retail as companies compete for shoppers who have become more selective about spending amid inflation and economic uncertainty. Other major retailers employ similar tracking methods. Walmart uses customer satisfaction surveys and mystery shopper programs to monitor employee interactions. Costco measures checkout speed and member service metrics closely. Luxury retailers like Nordstrom have long connected employee evaluations to customer experience and sales performance. Target’s formalized scoring system represents the company’s attempt to quantify and improve worker friendliness as a measurable business metric during challenging market conditions.
