The store with the red target is trying out a new “customer experience” it hopes will make you feel wanted.
Maybe that’s why it’s called The 10-4 Program, employing language that cops typically use.
Like, who ever actually says 10-4
Target (Tar-zhay or Tarjay for those appreciating the chic pronunciation) is trying the “10-4” retail approach to counterbalance shoppers offended by the growing use of self-checkouts.
“As we automate more, having that personal touch, that personal connection, is very important,” shopping expert Trae Bodge said.
Target policy changes, designed to encourage more-friendly interactions between store employees and shoppers, include the following:
🎯 Target employees who are within 10 feet of customers should smile, make eye contact, wave, and use welcoming body language.
🎯 Target employees who are within 4 feet of customers should personally greet those shoppers, smile, and offer to help.
“We know when our guests are greeted, feel welcomed and get the help they need that translates to guest love and loyalty,” Adrienne Costanzo, Target’s executive vice president and chief stores officer told USA Today.
But maybe a new ad campaign poking fun at itself might be a lot more productive than “10-4.”
“Tarjay, where we stretch your dollah,” or “Tar-zhay, where we speak the French, ya know?”
The pseudo-French pronunciations originate from a long-running cultural joke about the store and are intended to make the discount retailer sound more high-end.
The French accent would hit the spot (aka target) in a state with a high percentage of good-natured, well-humored French Canadiennes.
Tarjay’s stores in Maine include Auburn, Augusta, Bangor, Biddeford, South Portland and Topsham.
10-4? 🎯
