As many who know us are aware, we are a long-time Target building partner. We’ve worked with them for more than three decades, and the number of projects we’ve completed is now approaching 300.
Target has always been ahead of the curve in creating customer experience. For as long as we have built together, they have planned their new builds and remodels based on careful research in both their customer’s shopping patterns and trends in the real estate industry. I saw a story last week that Target is now taking this a step further, giving their employees guidelines for customer interactions that they call the “10-4” program. If an employee is within 10 feet of a customer, they are asked to make eye contact, smile and use welcoming body language. If they are within 4 feet of a customer, they should personally greet the guest and initiate a helpful interaction.
While I am not sure about you, anytime I walk into a store and someone says “hello” or “good morning” accompanied by a smile, I immediately have a positive impression. This generally means I’m more engaged to make a purchase. In a time when we see so many people feeling disconnected, I see this change as a welcome one.
