 Now, we are going to discuss a topic which is merchandising. Merchandising in a retail store is very important aspect of the business. Normally merchandising, activities that involves in acquiring product or services. An objective of these activities is that you can make the product available for the right place, the right time in the right quantity. And then the retailer of the objective is that the objective can be fulfilled. So, if I elaborate this in general, then in merchandising, all the activities that are involved in retailer activities, starting from the acquiring of the product, then which location, place, space, time, and then at what price, in what quantity, you need to display, you need to show, you need to sell, so that the objectives of the retailers should be met. Because the retailer objective is to gain more customer market share, more customer share, of course more business, and at the end of the day, more profitability. So, in merchandising, the objective of the retailer is to achieve that the availability of the product has been done, now how much space it has to give the product, on a particular time, this is a very important aspect. We discuss merchandising in two aspects. One is called micro merchandising, and the other is called cross merchandising. So, first of all, we discuss micro merchandising. Micro merchandising, retailer adjusts space shelf allocation to respond to customers and other differences among local markets. What is merchandiser doing in this? What is retailer doing in micro merchandising? Retailer adjusts shelf space according to the needs of the customer, as per the needs of the customer, or as per the local market requirement, or local changes in the local market. So, in both the aspects, when a retailer does merchandising on the attention to detail, or attention to detail, this micro merchandising, the target is either to meet the requirements or needs of the customer on one side, or on the other side. So, let's say a customer, for example, if there is a customer, the retailer has an idea that this customer product has a very high selling frequency, the customer buys this product frequently from the shelf. So, the retailer may not be very profitable, but because the retailer sees that its frequency is very high, the frequency of selling is very high, so the retailer will allocate space according to it, its merchandising will do it accordingly. And when the retailer does this, it means that the retailer is following micro merchandising because he is adjusting his merchandising by seeing the customer's needs. Similarly, if, let's say, competition, a particular product category, a particular product services, let's say they are targeting and focusing. So, again, if a retailer adjusts itself, merchandising, if they see that according to the market, according to market competition, according to local markets, if a retailer adjusts itself, then, again, it will be considered as micro merchandising. Now, let's talk about the second part, which is cross merchandising. So, normally, what is cross merchandising? Retailers carry complimentary goods and services to encourage shoppers to buy more. Very easily, if you take an example, you can really drill down what it is about. If we generally talk, if you enter into, let's say, a ladies' clothing store, the main product they are selling, for example, they are selling fabrics or they are selling suits. Now, what can be the complimentary goods? For example, if they are selling shoes, if they are selling jewellery, if they are selling bags, if they are selling some accessories, all these products are complimentary goods. Of course, the retailer main business is not these complimentary goods. The main business is clothing or textile. However, they are complimenting, encouraging customers to buy more because the customer is there and customer is buying that particular product. Let me give an example. For example, if we talk about men's clothing, you want to buy some suit, so you want to buy some trouser, you want to buy some shirt. But in that particular retailer, the complimentary goods could be a tie, socks, maybe some undergarments, maybe some belt, maybe some other accessories. All these products would be complimentary goods. The objective of complimentary goods for a retailer is that the retailer wants to encourage customers to buy more. The retailer wants to increase the basket size of the customer. Normally, merchandising improves the customer and the retailer tries to generate more and more business. Now that merchandising, if that objective meets that objective, that means...