Final answer:
In Paulo Coelho's 'The Alchemist,' Santiago improves the crystal merchant's store by proposing the sale of tea in crystal glasses and building a display case for the merchandise.
Step-by-step explanation:
The question asks about two improvements Santiago makes in the crystal merchant's store. This refers to the story from Paulo Coelho's novel, The Alchemist. In the story, Santiago proposes to sell tea in crystal glasses, an innovation that leads to increased sales.
The second improvement is to build a display case to attract more attention to the crystal, which also contributes to enhancing business.