Some history...
The Internet grew up under the dealer's feet. They didn't know what to do with it, but, their customers told them they had to do it. One day, 2 decades ago, somebody put a form on their site. The savvy manager got the form lead and said to the sales person, if you sell this lead I will give you a commission. The sale was made, and that same savvy manager build a department dedicated to working those leads.
In the manager's mind....
"INTERNET = LEADS"
All walk-ins are due to my awesomeness 
20 yrs later and we're still stuck in that rut.
If that manager wanted to look for more opportunities, he could easily survey his buyers at delivery. He'd see that over 60% of all of his sales were to INVISIBLE SHOPPERS that were on his site 3 times or more*. Then, he'd compare that against his leads that create 12% of his sales* and he'd say... OH SHIT. I've got an invisible road into my store that's 400% more profitable than leads.
In the manager's mind....
"I don't want more leads, I want more return shoppers!"
That simple business exercise changes everything.
Game. Set. Match.
HTH
-Joe
*this is a wide sample, your milage may vary
