March June 2017 Q1a PESTEL (Sociocultural)

Hi Professor, "it is unique in having a network of smaller shops and so what, from a cost perspective, might appear to be a weakness, can be presented as a strength and emphasised in its marketing campaigns." I am wondering the reason why "a network of smaller shops can be presented as a strength and emphasised in its marketing campaigns." under Sociocultural part. Thanks in advance