3.6 Aims and Objectives 3.6.1 ObjectiveThe purpose of our business is to help speed up the checkout process in the retail industry. The company's goal is also to offer customers greater control and satisfaction when shopping. Furthermore, the purpose of our business is to facilitate the retail business to create a new competitive advantage beyond the usual marketing mix strategy (price, place, product and promotion). 3.6.2 ObjectivesSmart Shopping Sdn Bhd aims to find ways to minimize the time a customer waits to make payment before being able to check out from hypermarkets. Furthermore, we focus on providing a new competitive advantage in the retail sector beyond the usual marketing mix (4Ps) strategy. To do so, Smart Shopping Sdn Bhd pursues the primary objectives listed below: Customer LoyaltySmart Shopping Sdn Bhd is committed to earning customer respect and loyalty through high quality services, commercial and economic value. ProfitSmart Shopping Sdn Bhd aims to achieve sufficient profits to fund growth to create value internally and externally and achieve our long-term financial objectives.