What is the primary objective when a GM directs the merchandiser to perform spot audits?

The primary objective when a General Manager (GM) directs the merchandiser to perform spot audits is to explain feedback and consequences. Spot audits serve as a tool for assessing compliance with established policies, procedures, and standards within the merchandising process. By conducting these audits, the GM aims to identify areas for improvement and ensure that operations align with the overall business strategy.

The feedback provided following an audit can help staff understand the importance of maintaining standards and the potential consequences of non-compliance. This helps in reinforcing best practices and can lead to process improvements that ultimately benefit the organization. Addressing both feedback and consequences enables a culture of accountability, which is essential in a successful merchandising strategy.

The other options, while they may have their significance in a retail environment, don’t directly relate to the immediate purpose of performing spot audits. For instance, increasing sales and promotions generally involves broader marketing strategies and might not be the focus of an audit. Training new employees, while important, is a separate function and not specifically tied to the objectives of conducting audits. Effective budget allocation is a critical aspect of management but does not directly correlate with the purpose of spot audits, which are more about operational compliance and performance evaluation.