A retail strategy that allows customers to purchase products through an online platform and return them at a physical store location. This model is a key component of omnichannel retail, designed to enhance customer convenience while reducing friction in the returns process.
How BORIS Works
When a customer purchases from an e-commerce site, the order is typically shipped directly to their home or picked up through an alternative service, such as BOPIS (Buy Online, Pick Up In Store). If the customer decides they no longer want the item—due to size, color, quality, or other reasons—they can choose to return it in person at a participating brick-and-mortar store, rather than shipping it back through the mail.
This process generally involves:
- Bring the item and proof of purchase (such as a packing slip or email confirmation) to a store.
- The store processes the return and initiates a refund, replacement, or store credit.
- The item may be restocked, refurbished, or returned to a distribution center depending on its condition.
BORIS Benefits
There are benefits for both the retailer and the shopper:
Benefits for Retailers
- Reduced Return Costs: By accepting returns in-store, retailers can avoid the high costs associated with reverse logistics typically incurred with online returns.
- Increased Foot Traffic: Customers who return items in-store often browse and make additional purchases, converting returns into new sales opportunities.
- Faster Inventory Recovery: Returned merchandise is received and processed more quickly, enabling faster resale.
- Improved Customer Satisfaction: Offering an easy and flexible return option builds trust and increases the likelihood of repeat purchases.
Benefits for Shoppers
- Convenience: Customers don’t need to repackage items or wait for shipping; they get instant return processing.
- Immediate Refunds or Exchanges: Many stores offer expedited processing for in-store returns, allowing for quicker access to funds or replacements.
- Customer Service Access: In-store staff can assist with resolving issues or answering questions that may be more difficult to address online.
Implementing BORIS successfully requires tight integration between e-commerce systems and in-store POS (point-of-sale) platforms. Retailers must ensure that their inventory and return policies are consistent across all channels and that store employees are trained to efficiently handle returns from online purchases. Poor execution can lead to long wait times, customer frustration, and operational confusion.
BORIS is widely used in apparel, electronics, home goods, and specialty retail sectors where product dissatisfaction or sizing issues are common. It is especially critical for retailers with both an established online presence and a robust physical footprint.
BORIS has become an essential part of the modern retail experience. As customers increasingly expect flexibility and speed in their shopping journeys, retailers that enable seamless returns across channels can drive loyalty, improve operational efficiency, and turn returns into a growth lever rather than a cost center.
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