The next generation of retailing will require smaller stores, and "stores within a store," states an analysis by Frost and Sullivan. The report gave a historical perspective, and said that in the 19^thcentury, the shopkeeper handled all aspects of the buying process – from picking the product off the shelf for the consumer to running the cash register. In the 20^th century, chain stores allowed customers to browse aisles and do their own shopping with minimal assistance up to the checkout process. Now in the 21^st century, self-service retailing has become a reality – with smaller, interactive micro-stores shaping the retailing of tomorrow.