This most definitely isn’t the wrong thing to do as clearly a base is required to negotiate contracts with suppliers. However, what if a percentage of shelf space in each of those say 50 stores was more relevant to each local community it was selling to? Examples could be the introduction of a new category or extended lines are implemented, or perhaps the store supports local producers by selling their products, or it could be that with a bit of fine tuning to the existing offering it just becomes that bit more relevant.
This needn’t stop at selling product, that’s only part of it. Moreover, it expands across how that store interacts and engages with their local audience, both online and offline, therefore, turning a physical space which ‘sells stuff’ into a store who is part of the community and giving it a sense of purpose.