If God lies in the details, the big have to go invariably

Almost all advertising agencies seem to accept the importance of brand engagement in the current scenario. Last few years have been full of talk about the long tail and niche marketing. There are two points in this:

1. Under the pretext of offering choice, big retail formats developed. However, this 'choice' made retail brands, not the brands that were retailed. The 'experience of shopping' became better but not the experience of buying a particular brand.
2. Focus on brand engagement seems to counter the above point. It is an attempt to make 'buying a particular brand' experiential.

From small stores, we moved to big stores (for many reasons). We are moving back in the direction where small is again getting prominence. Online facilitates the small. Brand engagement at the ground level does the same.

That apart, from anecdotal evidence, the folks in smaller stores (armed with the awareness of the importance of customer service, personal relationships, etc.) do seem to do better. They understand their wares better than hired employees who are always looking to 'sell'; who, in their attempt to 'sell more', often ignore the means by which selling happens i.e. knowing the wares.