From what I have seen, exclusive stores especially of big brands behave like, they are doing you a favour by selling you their Co products and only they are capable of selling "ORIGINAL" product of the brand. Similarly small shops can't give deep discounts as well.
Let me share my experience, as it's very different. I was looking for a very very specific phone as below:-
[1] Samsung or non-chinese phone
[2] with METAL frame
[3] NO Glass Back or Curved Screen for durability reasons
[4] Dedicated SD slot or more internal storage, if Hybrid slot present.
[5] minimum 3CA LTE+
[6] preferably with snapdragon processor for a change (my another phone has Exynos -- But still it was great).
[7] Camera with OIS
[8] Bigger battery and fast charging support
There was only one phone at that time (even now). Samsung S10 Lite -- 512GB version. I am OK with either online or offline purchase and budget was very flexible. Price of that phone was around 48 to 50k on both online and offline stores at that time.
I enquired Samsung exclusive store first and was getting irritated by their behaviour, as they believed offline buyers are by default noobs. Later I went to a multi-brand showroom, in the same mall "Chennai Mobiles". There was one guy, employed by Samsung wearing Samsung Tee Shirt. I told him, "I am happy with the phone, but not with the price". He then told about some upgrade offer or something. The code generated from my Note10 Lite was surprisingly not working. Then he generated code from the iPhone 11 (or XR not sure), sold just now in the same store (that's what he told) and gave the phone for around Rs42800.
Later I have gone there on the same day Samsung Tab A7 (4G + WiFi) was launched and he gave nice discount around 1k [22500 to 21500 == online price 22000Rs] (He told, "We never give such discount on new product" -- which is a fact)..
The Thing is we have to be a hard negotiator & make sure the guy is desperate to sell (month-end target) and he must understand that this customer is genuine and not a window shopper. Patience is the key, as you should not hesitate to goto 3 shops for best price.