Target launches ’10-4′ training program to boost customer service

Target has launched a new internal training program aimed at helping new employees improve their in-store customer experience.

The internal team member training program, called “10-4,” was shared with Target’s team ahead of the holiday season, an even more critical time for retailers because it represents a significant portion of its annual revenue. For the 2025 holiday season, the National Retail Federation predicts that consumers will collectively spend $1 trillion.

This means that retailers are doing their best to increase traffic and boost sales. Target is also in the midst of a massive transformation under new CEO Michael Fedelke, who is particularly focused on enhancing the guest experience to help weather the company’s declining sales.

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As part of the training program, new employees are taught a standard for guest engagement. If employees are within 10 feet of a shopper, they should smile, make eye contact and wave. They are also taught how to use friendly, friendly and welcoming body language, according to Target.

However, if they are within four feet of the shopper, they should personally greet the guest, smile and initiate a warm and helpful interaction, according to Target.

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The target stated that these are guidelines that are part of the internship program and are not a policy.

The target stated that these are guidelines that are part of the internship program and are not a policy. (David Paul Morris/Bloomberg via Getty Images)

“Through enhanced training focused on kindness and generosity, our team works hard to make every visit magical, and we are so grateful for everything they do,” Target spokesperson Brian Harper Tibaldo told FOX Business.

Target announced the appointment of Fiddelke as CEO in late August, tasking him with revitalizing growth and reversing its declining sales.

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Michael Fedelecki will take over as CEO of Target in February 2026. (Elizabeth Flores/Minnesota Star Tribune via Getty Images)

In its most recent fiscal quarter, the company reported sales of $25.2 billion, down just under 1% from a year ago. The company blamed the decline on shoppers backing away from merchandise, though that was partially offset by strong non-merchandise sales, such as services. Sales at stores open at least a year fell nearly 2%, with in-store sales down more than 3%.

However, online sales grew by just over 4%. Overall, total operating income was $1.3 billion, down about 19% from last year.

Target is expected to report third-quarter earnings on November 19.