They can take advantage of educational information. When they find a product they like, they can use a dealer locator feature to find a dealer within a travel radius they specify. Week nights are booked. Weekends are scheduled. Kids have soccer practice, music lessons and tutors.
Time is often a more precious commodity than money.
The internet has the potential to cut out much of the leg work. Husbands and wives can make furniture selections on the internet at any hour of the day or night. There has to be a concern about margins. The internet can also allow customers to find 2 or 3 stores in a 30 mile radius. Along with the potential for finding new customers there is also the potential for losing customers to a store that sells on lower margins and provides less service.