As someone who has covered the retail sector for more than a decade, I can tell you that if there’s one aspect consumers shop for, it’s self-checkout.
Introverts like myself prefer to scan items on their own without engaging in awkward chit-chat with well-meaning store employees.
But for many shoppers, self-checkout is a step in the wrong direction. Instead, they prefer to interact with store employees, and not just at the register.
A good 64% of consumers prefer to engage with store associates, reports Retail Dive, citing data from Sensormatic Solutions. And 60% of shoppers are willing to travel long distances for stores with friendly staff, according to a recent x-hoppers survey.
In light of this, Target has made some policy changes to encourage more friendly interactions between store employees and shoppers. But the results are mixed.
At a time when retailers are using technology to get people in and out of stores faster, keeping an eye on the human element is important.
“As we automate more, that personal touch, that personal connection, is very important,” shopping expert Trey Bose told TODAY.
Related: Shoppers push back at grocery giant’s new anti-theft measure
The target seems to have done just that. The struggling retailer recently implemented a new 10-4 policy, as USA TODAY reported.
Here’s how it works:
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Target employees who are inside 10 feet Customers should use smiles, eye contact, waves, and welcoming body language.
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Target employees who are inside four feet Customers should personally greet those shoppers, smile, and offer to help.
“We know when our guests are greeted, welcomed and receive the assistance they need that translates into guest love and loyalty,” Adrienne Costanzo, Target’s executive vice president and chief store officer, told USA TODAY.
At this point, the goal is to make some serious changes to avoid financial freedom. In its most recent quarter, Target reported a 1.5% decline in year-over-year net sales and a 3.8% decline in comparable sales. Operating income fell 18.9% year over year.
But forcing employees to engage with customers may not be the best solution for regaining store loyalty.
In fact, some Target shoppers took to Reddit to express their displeasure with the new policy.
“Literally please don’t. I’ll spend any time at Target making sure I’m not within 4 feet of any staff,” one user wrote.
“I understand the culture of friendship but it’s too much,” said another.
