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.