Minnesota-based retail giant Target is encouraging its store employees to smile and interact with customers more. Target shared with MPR News that the employee training program is called “10-4.” At 10 feet within a customer, Target is guiding store employees to smile and make eye contact with customers. And at 4 feet, employees should consider a conversation.

The new guidance has caused quite the conversation, with people reflecting “how do I want to be interacted with when going to a store?”

Joining Minnesota Now is an expert in consumer behavior and psychology, Aaron Sackett. He’s a marketing professor at the University of St. Thomas Opus College of Business.