10 Bricks-and-Mortar Stores That Beat Online
3. Auto sales
One reason physical stores still matter can be attributed to the complexity and size (in dollars) of the purchase, Deloitte's Lobaugh says.
"The more complexity, the more cross-channel investigation," Lobaugh says, meaning that the larger the purchase the more a consumer will engage in multiple ways to "investigate" the product before a transaction is made, he says.
For instance, consumers looking for a new or used car will first look online to read reviews, but ultimately want to see and likely test drive a car before buying.Lobaugh adds that certain items also lend themselves to emotional purchases, meaning consumers need to touch and inspect an item before buying. "If you're buying a child seat for your car, there's a higher emotional connection with the investigation and the evaluation than for another category," Lobaugh says.
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