(NEXSTAR) — Retail giant Target will require employees to smile and make contact whenever they are within 10 feet of a customer, the company told USA Today on Monday. The retailer told the outlet that employees will be expected to not only smile, but make guests feel welcome with body language and eye contact.

The new staff policy is part of a program called “10-4,” with the “10” referring to the number of feet Target employees will need to be aware of.

“We know when our guests are greeted, feel welcomed and get the help they need that translates to guest love and loyalty,” Target Executive Vice President and Chief Stores Officer Adrienne Costanzo said in a statement to USA Today. “Heading into the holiday, we’re making adjustments and implementing new ways to increase connection during the most important time of the year powered by our team.”

Target didn’t specify when the policy would go into effect or what potential reprimands for employees would be, USA Today reports. Nexstar reached out to Target for comment on the policy but haven’t heard back just yet.

The change comes ahead of incoming CEO Michael Fiddelke, who recently told CNBC “providing a more consistent customer experience” would be one of his key priorities. Fiddelke’s tenure, which begins February 1, comes at a critical time for Target.

Target’s decreased sales and foot traffic have been well-documented through 2025, due to a variety of factors, including boycotts starting in January, when Target ended its diversity, equity and inclusion (DEI) initiatives — which many loyal customers found to be out-of-step with the culture the company itself created.

Citing data from analytics firm Placer.ai, CNBC reported in October that Target’s store traffic has decreased every month since the boycott began, marking a 7.6% drop between 2025 and 2024. Meanwhile, the company’s stock shares are down 65% since 2021, CNBC says. Last month, the company also laid off 1,800 corporate jobs in its biggest round of layoffs in 10 years.