There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
There's a reason why we all whip out smartphones in brick-and-mortar retail stores: Because we don't want to direct product-related questions to store clerks, who are usually either unbearably chirpy or sullen like moody teenagers.