The retail giant is rolling out the “10-4 program,” requiring employees to smile when within 10 feet of a customer, make eye contact, wave or greet them, Bloomberg reported. Under the new guidelines, once an employee is within four feet of a shopper, they should go a step further by asking about the customer’s day or if they need assistance.

Many major companies have structured greeting rules, such as Walmart’s “10-Foot Rule” and Disney’s “10-and-5 Rule” that guide employees to smile, make eye contact and offer help at set distances.