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Target has launched a new internal training program aimed at helping New Hires improve the in-store customer experience.
The Internal Team Members Training Program, called “10-4”, is shared with the target group heading into the holiday season, which is a very critical time for salespeople as it accounts for a significant portion of their annual revenue. In the holiday season of 2025, the National Retail Federation has projected that shoppers could collectively spend $1 trillion.
It means that marketers can drive traffic and improve sales. Target is also in the midst of major changes under chief executive officer Michael Fiddelke, who is focused specifically on enhancing the guest experience to help turn the company’s turnaround around.
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Target is in the midst of a major turnaround under new chief executive Michael Fiddelke. (Kamil Krzaczynski/AFP via Getty Images)
As part of the training program, new hires are taught the standard of guest engagement. If employees are 10 meters away from the store, they should smile, make eye contact and benefit. They are also taught to use friendly, approachable and welcoming body language, according to the letter.
However, once they are within four feet of the store, they must personally greet the visitor, smile and initiate a warm and helpful interaction, according to the target.
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Target explained that these are guidelines that are part of an internal training program and are not a policy.
Target explained that these are guidelines that are part of an internal training program and are not a policy. (David Paul Morris/Bloomberg via Getty Images)
Target spokesman Brian Harper-Tibaldo told FOX Business that “with advanced training focused on face and generosity, our team works hard to do everything they do.”
Target announced Fiddelke’s appointment as CEO in late August, putting him in charge of managing and restoring its sales.
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Michael Fiddelke will take over as chief executive in February 2026. (Elizabeth Flores / The Minnesota Star Tribune via Getty Images)
In its most recent fiscal quarter, the company reported $25.2 billion in sales, down just under 1% from last year. The company attributed the DIP to the store’s backlog of merchandise, although that was partially limited by non-merchandise sales, such as services. Sales at stores open for the year fell nearly 2%, with retail sales up more than 3%.
Online sales, however, grew slightly more than 4%. Overall, operating income reached $1.3 billion, down about 19% from last year.
Target is expected to report its third-quarter earnings on November 19.
