It doesn’t. Mainly because, if done properly, you would have pages that represent your national search ranking ambitions and you would have completely different pages for local stores. Take Walmart for instance. They need to rank with local store information, but also want to be able to show up for product or category searches for eCommerce. They have a location finder that leads to individual pages that provide store hours, local coupons, and directions. Here is a local Walmart page.
The thing that they do well (and I see this is a future must) is being able to show your local store inventory while browsing products. I have worked with brands that have a decentralised approach to local. The eCommerce team does everything they can to ensure that no one goes to the location to buy anything because they are rewarded for eCommerce sales, not store sales.
This is not what I would call “Customer Centric”. You shouldn’t care if a customer buys something online or in a store front as long as the item is purchased. Give customers the choice, and you will always win. This is also the best way to compete against Amazon and other major players, in my opinion. They can’t (yet) get me an item within an hour of my decision to purchase it, but a local store potentially could.