Like all brick-and-mortar stores, Target is trying to find ways to bring more people through their doors. Unfortunately, the answer they’ve landed on is not “cheaper goods” or “more staff to check you out or unlock stuff when you need it.” Instead, it’s: “Let’s make our workers pretend to be happy!”

According to Bloomberg, the chain is implementing a new “10-4 program.” This policy requires employees to smile, make eye contact, and greet or wave to anyone who comes within ten feet of them. If a shopper comes within four feet, they are required to ask them if they need assistance.

So, while you’re waiting 30 minutes for an underwear case to be unlocked, you can rest easy knowing that, when an employee *does* come, they’ll do so with a smile!