Target shoppers increasingly say they want cleaner stores, stocked shelves and employees who are easy to spot and willing to help.

After several years of uneven sales and lost market share to Walmart, the Minneapolis-based retailer is responding by tightening its employee rules of conduct and dress, reviving the sharp red polo and khaki pants that once defined its in-store image.

The changes are part of a broader push to refocus on the basics of the shopping experience, a trend seen across retail. Starbucks, for example, has refreshed stores and reinforced service standards after years of uneven performance.

Target’s adjustments have drawn varying reactions from store workers, some of whom have expressed frustrations anonymously on Reddit, but experts says it’s a logical step for a company trying to craft a clear brand identity.

“Retailing is brutally competitive, regardless of what domain you’re in, so every little thing helps,” said George John, professor of marketing at the University of Minnesota’s Carlson School of Management.

Back to basics on the sales floor

When it was reported that Target was implementing a “10-4” training program for its roughly 400,000 store employees, some dismissed it as a basic customer service philosophy. Others said it replaced spontaneous smiles and human interaction with a company-mandated script.

Under the guidelines, employees are encouraged to acknowledge shoppers within 10 feet and verbally greet those within 4.

Some workers vented online, saying the expectations ignored employee discretion and failed to address dissatisfaction brought on by heavier workloads and fewer staff.

“One of the hooks we teach in marketing is that if you do something in a repeated fashion, it loses its oomph,” John said. “It’s actually a little bit more sustainable if you do it on and off because it feels more authentic.”

Target often hires teens who are in their first or second jobs and may need additional training on professional expectations.

Since taking the helm at Target, CEO Michael Fiddelke has emphasized the in-store experience, repositioning stores as central to the retailer’s strategy.

“Consumers consistently say they want and expect more, especially from Target. So, delight is our standard. That means getting the basics right,” he said on a March earnings call.

Walmart has long had a similar 10-foot rule, encouraging employees to make eye contact and say hello, while Costco expects front-end staff to greet every customer. Kwik Trip also focuses on friendly interactions.

Consistent employee appearance and behavior reinforce a brand’s identity, said Anupama Bharadwaj, assistant professor of marketing at the University of St. Thomas’s Opus College of Business.

“More and more, consumers are looking for a human connection in their consumption experiences,” she said in emailed comments.

While a tightened dress code may seem frivolous to some, it’s familiar to longtime Target shoppers.

Starting this summer, store employees will be required to wear red shirts with blue jeans or khakis, though Target vests will remain optional. Shorts and skirts are still allowed for team members. Large graphics or logos unrelated to Target are out, but plaids and other patterns are permitted if red is the dominant color.

Employees will receive a free red shirt and a one-time discount on store-brand denim.

“Target is focused on getting back to growth, with clear strategic priorities that include elevating the guest experience,” the company said in a statement. “As part of that focus, we’re continuing to create a more consistent, recognizable in-store experience that delights our guests and helps them easily connect with our team.

Online, workers expressed a mix of confusion and frustration. Some questioned why the dress code was a priority over adding more payroll to stores, while others said they welcomed the added clarity and discount.

Chief Financial Officer Jim Lee said in March the retailer is reinvesting $1 billion in the business, including “hundreds of millions” of dollars for store labor and training. The investment will go toward hiring more employees and adding hours for existing workers, Fiddelke said on the same call.

Target’s average starting wage is $18.50, though it ranges from $15 to $24 depending on market. Walmart workers typically make $18.25 an hour.

Variations in visits across retailers

Customer service has become a central strategy for retailers trying to rebound from challenging years. At Starbucks, CEO Brian Niccol has pushed a “back to Starbucks” approach, refreshing more than 1,000 stores with warmer designs and requiring baristas to add handwritten notes or doodles to cups.

Those kinds of gestures can help build deeper relationships with customers, but only if they feel genuine, Bharadwaj said.

“Anything that comes across as artificial … will not be as effective as a genuine connection between brand and consumer,” she said.

At Target, the renewed focus on service comes as foot traffic remains uneven. Visits declined in the Twin Cities and across Minnesota from November through January, according to Placer.ai, with similar patterns nationwide despite a modest uptick in January.

February brought a rebound as visits rose modestly in the Twin Cities and Minnesota and increased 8% nationwide. The company reported improved traffic in February.

Other retailers have faced similar volatility. Best Buy saw traffic fall across the Twin Cities, Minnesota and the U.S. from December through February after a November bump tied to Black Friday sales.

Weather played a significant role in those swings, Placer.ai said, with winter storms and prolonged cold snaps dampening traffic in the Midwest even as national trends appeared stronger.

Consumers and activist groups in the Twin Cities and elsewhere are also boycotting Target over changes to its diversity policies, as well as the January detention of two employees by U.S. Border Patrol at its Richfield store.

Meanwhile, Costco and Walmart both recorded steady foot traffic over the four-month stretch.

Walmart said general merchandise sales — including toys, furniture and electronics — softened from November through January, while groceries and its Walmart+ membership program drove most of its growth.

Costco, which relies heavily on membership fees to keep prices low, has reported consistent growth and benefited from a membership fee increase that took effect in September 2024.

©2026 The Minnesota Star Tribune. Visit at startribune.com. Distributed by Tribune Content Agency, LLC.