Target’s New Greeting Policy Is Making People Uncomfortable

Target has a new customer service policy that is making people uncomfortable.. Not because it’s impolite or rude in any way. Standing there talking to strangers can feel like forced social interaction, and that might be the last thing many shoppers want.

According to TheStreet, Target is implementing something called the 10/4 rule to solve this problem, and shoppers, being hungry lunatics, are taking to the web to complain about it.

Here’s how it works. If you’re within about 10 feet of a Target employee, they should make eye contact with you, smile, and at least nod their head toward you. If they come within 4 feet, they’re supposed to acknowledge you directly and ask what you need.

That may sound polite on paper, but in the real world, four feet is not “friendly customer service distance.” Four feet is “we’re practically sharing the same shopping cart now” distance. That’s close enough to feel monitored, even if it’s just the employee doing what they’re told.

For introverts and anybody who shops like they’re on a silent mission, this is a nightmare. Some people really enjoy being recognized, even when they’re out and about. Great. But many of us go to Target because it’s one of the only places where you can wander, grab what you need, and get out without having to pretend you want to talk about how much cheaper the family-size tube of toothpaste is.

And we Montanans don’t exactly love unnecessary human contact to begin with. We’ll wave to strangers. We’ll politely nod across a parking lot. But we don’t really want someone invading our personal space every 30 seconds like we’re on the edge of having a conversation about throw pillows.

The weirdest part is that Target is pushing this “friendly connection” approach while also doubling down on self-checkout. So now you’re greeted at point-blank range, asked if you need help, then sent to scan and bag your own stuff like you’re the employee. That’s not customer service. That’s social pressure and unpaid labor.

Target no doubt assumes this is a policy that makes for good customer service. But it has the opposite effect on a lot of people. The best customer service, sometimes, is leaving people alone until they actually ask for help. If I want something, you know what I’ll do? I’ll ask. If I don’t, then let me purchase my socks and snacks in peace.