As someone who has worked in the retail industry for over a decade, I can tell you that if there is one aspect of the shopping process that consumers are most confused about, it’s self-checkout.
Introverts like me may prefer having their items scanned rather than having to engage in awkward small talk 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 checkout.
Citing data from Sensormatic Solutions, Retail Dive reports that 64% of consumers prefer to interact with store associates. According to a recent x-hoppers survey, 60% of shoppers are willing to travel long distances to a store with friendly staff.
In light of this, Target has made some policy changes to encourage friendlier interactions between store associates and shoppers. But the results have been mixed.
As retailers increasingly use technology to get people in and out of stores faster, it’s important to focus on the human element.
“As we become more automated, it’s really important to have that personal touch, that personal connection,” shopping expert Trae Bodge told Today.
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Target seems to be doing just that. The struggling retailer recently implemented a new 10-4 policy, USA Today reported.
Here’s how it works:
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The target employee belongs to 10 feet Customers must smile, make eye contact, wave and use welcoming body language.
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The target employee belongs to four feet of customers must personally greet shoppers, smile and offer to help.
“We know that when our guests are welcomed, feel welcome and get the help they need, that help translates into guest love and loyalty,” Adrienne Costanzo, Target’s executive vice president and chief store officer, told USA TODAY.
At this point, Target needs to make some big changes to avoid a financial free fall. In its most recent quarter, Target reported a 1.5% increase in annual net sales and a 3.8% decline in comparable sales. Operating income fell 18.9% year-on-year.
But forcing employees to interact with customers may not be the perfect solution to regaining shopper loyalty.
In fact, some Target shoppers took to Reddit to express their displeasure with the new policy.
“Please don’t do this. I will make sure I’m not within 4 feet of any employee any time I spend at Target,” one user wrote.
Another said: “I understand there is a culture of kindness but this is too much.”
