Ways Reverse Logistics Supports Buy Online, Return in Store
Reverse logistics plays a vital role in managing e-commerce returns, ensuring a seamless customer experience across all channels. For omnichannel retailers, handling returns from online sales is often one of the biggest challenges. Buy Online, Return In-Store (BORIS) provides customers greater flexibility while enabling retailers to manage returns quickly and cost-effectively.
Below, we’ll break down how BORIS works, the main benefits, common roadblocks, and the technology (i.e., a returns management system) that keeps everything connected and easier to manage.
Key Takeaways
- Reverse logistics is vital for managing e-commerce returns through BORIS.
- Physical stores serve as return centers, facilitating faster and more accurate returns processing.
- A returns management system (RMS) keeps all data and systems connected, from POS to warehouse.
- BORIS can lower return costs, reduce fraud, and lead to more in-store purchases.
- Staff training and clear return policies ensure a consistent and seamless process for customers.
Reverse Logistics & BORIS Fundamentals
BORIS combines the convenience of e-commerce with the in-person service of physical retail. To make it work, stores need a reliable way to manage returns and move products quickly and accurately. Below, we’ll break down what BORIS is, how it connects to reverse logistics, and why inventory systems need to work together for a seamless experience.
Defining Reverse Logistics and BORIS
Reverse logistics is the process of handling customer returns, from the moment an item comes back to when it’s inspected, restocked, resold, or removed from inventory. It focuses on getting products back into the supply chain while keeping costs and resources in check.
BORIS allows customers to return items they purchased online at a physical store. It’s a flexible option that combines online shopping with in-person service, making the return process quicker for customers.
BORIS is a part of an omnichannel retail model that blends online and offline experiences, making it easier for customers to shop and return items however they wish.
The Interplay: How Reverse Logistics Empowers BORIS
Stores as Return Centers
Physical stores become return hubs in a BORIS model. When a customer returns an item, store employees take the initial steps, which include checking the product, scanning it, and determining the next course of action. This first touchpoint kicks off the returns process.
Inventory Synchronization
To keep things running smoothly, systems such as point-of-sale (POS), order management systems (OMS), and warehouse management systems need to be connected. This real-time link ensures inventory stays accurate as soon as a return is processed.
Efficient Product Flow & Disposition
Reverse logistics tracks where a returned item goes after it reaches the store, whether it gets restocked on the shelf, sent to a return center, or removed from inventory. That movement needs to be fast and clear so products don’t sit around or get lost.
Key Benefits of an Integrated BORIS Strategy
BORIS brings both convenience and actual business value. When stores are prepared to handle e-commerce directly, the result is faster service and more chances to connect with customers. Below, we’ll look at the main benefits of using BORIS as part of your reverse logistics strategy.
Enhancing the Customer Experience
The biggest advantage for customers is getting an instant refund or making a quick exchange without having to print a label or wait for a package to ship. It’s easy, it’s fast, and it gives people more control over their return.
When returns are simple and flexible, people are more likely to shop again. A seamless return process demonstrates that the retailer stands behind the purchase, which in turn creates a better overall customer experience.
Driving Significant Cost Savings
BORIS cuts costs by removing one of the biggest expenses in e-commerce returns: shipping. When customers return items in-store, there’s no need to send out return labels or manage separate shipments.
It also shortens the return cycle. Returning the item in-store means it can be inspected and resold more quickly, rather than sitting in transit or at a returns warehouse. This reduces markdowns and lowers the time products spend off the shelf.
As outlined in our article, Minimize Cost of Returns, BORIS can reduce labor costs, cut transportation costs, and improve the speed at which items are returned to circulation, all of which protect profit margins.
Creating New Sales Opportunities
Every in-store return is a chance to sell more. When a customer walks in to return something, they may leave with something new, sometimes even something more expensive than the original purchase.
BORIS can turn returns from a loss into a gain by bringing shoppers back into the store, where new purchases often happen. It’s a simple way to increase basket size and encourage more in-person shopping.
Reducing Fraud & Environmental Impact
In-store returns enable staff to inspect items in person, which lowers the chance of fraudulent activity. Scanning barcodes and checking order numbers makes it more difficult for someone to return a different product or one that wasn’t actually purchased.
BORIS also supports supply chain sustainability. Instead of sending every return through the mail, stores can combine items into fewer shipments or even restock them locally. That reduces emissions and supports a circular economy approach.
Building a Competitive Advantage
Customers expect stores to handle returns easily, without making them jump through hoops. A solid BORIS setup demonstrates that a retailer is ready to meet those expectations and serve customers across channels.
This kind of return process can keep customers coming back and make the business stand out in a crowded retail environment.
Frequent Challenges in BORIS Implementation
BORIS offers major advantages. However, putting it into practice isn’t always simple. Many retailers encounter issues with their systems not integrating well or when store teams aren’t ready to handle e-commerce returns. Below, we’ll highlight the most frequent challenges and how they affect everyday tasks.
Detailed System & Data Integration
One of the primary roadblocks in BORIS is disconnected technology. Many retailers use separate systems for e-commerce, in-store sales, order tracking, and warehouse enterprises. Without full integration, it’s difficult to manage customer returns in-store.
Here’s what can happen:
- Store staff can’t look up or confirm an online order.
- Refunds for online payment types (like PayPal) aren’t processed at the register.
- The warehouse management system doesn’t update quickly, so the returned item doesn’t appear in the inventory.
When systems fail to communicate with each other, the entire return process slows down, creating confusion for both staff and customers.
Inventory Discrepancies & Management
Inventory needs to be accurate at all times. When a returned item comes back to the store, that update has to show up across the website, POS, and inventory tools, immediately.
Without real-time inventory tracking, a returned item may be sitting in the backroom while the website says it’s out of stock. That means missed sales and extra items piling up in stores.
If there’s no clear return flow, items can get stuck instead of moving to where they’re needed, whether that’s another store, a return center, or the shelf.
Return Fraud & Item Switching
When systems are disconnected, it’s easier for fraud to occur. Without order verification or a proper return authorization step, stores end up taking back stolen goods, used items, or fakes.
These types of retail returns hurt the bottom line. Every store needs a way to confirm each return before issuing a refund, particularly when items were purchased online. Return fraud can be reduced with the proper security measures.
Staff Training & Operational Intricacies
Many retail associates are trained for sales but not for handling e-commerce returns. Without the proper tools and training, they may not know how to inspect items, verify order details, or determine the correct next step.
Clear procedures and easy-to-use returns software are key. Associates should be able to follow simple steps, check for damage, and know whether to restock the item, send it to a return center, or remove it from inventory.
Regulatory & Refund Compliance
Retailers must also adhere to different return policies and refund rules depending on location and payment method. Managing sales tax, refund timing, and policy reinforcement across all channels adds more layers to in-store returns.
Inconsistent returns or refund holdups can lead to customer complaints and even compliance trouble. That’s why BORIS needs a clear, consistent return process that works the same way in every store.
Strategic Solutions for Seamless Omnichannel Returns
Retailers can make BORIS work seamlessly by building a solid returns strategy supported by the proper technology. A clear and consistent approach makes in-store returns easier for customers and staff, and it improves the overall returns management process. The following solutions help retailers connect their systems, guide store teams, and simplify returns across all channels.
Building the Technology Foundation
A returns management system (RMS) provides retailers with a single, connected platform to manage returns across online and in-store channels. It ties together order, inventory, and sales data from systems like OMS, POS, and warehouse management systems, providing everyone with access to the same real-time information.
With an RMS, customers can initiate a return online, and store associates can pull up the same return request in-store. The platform handles return authorization, tracks inventory updates, and provides return instructions in a single location. That keeps the experience clear for both the shopper and the store team.
Optimizing In-Store Enterprises
Staff Training:
Retail teams need clear direction when handling returns. Training should include instructions on how to use the returns software, what to inspect during item processing, and the correct steps to follow based on the item’s condition.
Fraud Prevention:
In-store barcode scanning is a straightforward method for verifying returns on the spot. With an RMS, stores can require an order number or return authorization before processing a refund. This prevents fraud and keeps returns associated with the actual purchases.
In fact, retailers who use barcode scanning at the point of return report a 68% decrease in fraudulent returns.
An RMS can also instruct store associates on how to handle a returned item. Based on set rules, the system can prompt whether to restock, send it to a return center, or remove it from inventory. This keeps the process fast and consistent across all stores.
Centering the Customer Journey
Customers want fast and simple returns. An integrated system enables them to receive an instant refund or exchange at the store, without waiting or wondering about the status of their return.
Clear return policies across all channels, online and in-store, remove any perplexity and reduce follow-up questions. Everyone sees the same rules, and the same steps apply regardless of how the item was bought.
With store staff free from manual tracking or guesswork, they can focus on serving customers in person. That opens the door for personalized recommendations or upgrades that might turn a return into a new purchase.
Measuring Performance and Proving ROI
Once a BORIS strategy is established, retailers need to track its performance. Measuring the correct data points reveals what’s working and where to improve. It also gives a clear picture of how the returns process impacts revenue and customer satisfaction.
Key Performance Indicators (KPIs) to Track
Tracking KPIs enables retailers to manage the returns process more effectively. Here are a few to focus on:
- Return Processing Time: Measure the time elapsed from the customer’s in-store visit to the final disposition of the item.
- Customer Satisfaction Ratings (CSAT): Collect feedback specific to the returns experience to understand how BORIS impacts customer perception.
- Fraud Rate Reduction: Monitor the change in fraud rate after implementing return verification steps, such as barcode scanning or return authorization.
These KPIs provide teams with a real-world view of how well the BORIS strategy is working.
Analyzing the Financial Impact
Returns don’t have to be a drain on profits. Tracking the financial side of BORIS ensures retailers understand its value:
- Impact on Incremental Sales: Count the purchases customers make while in-store for a return. These added sales can turn a return visit into a revenue opportunity.
- Total Cost Reduction: Add up savings by no longer using prepaid return labels, faster restocking, and reducing labor spent manually managing returns.
When you put the numbers together, BORIS often pays for itself through better inventory use, lower return costs, and increased in-store purchases.
Making BORIS Work for You
BORIS offers a way to simplify e-commerce returns and connect the online and in-store experiences. However, to get it right, retailers need the proper tools and training in place. With a strong reverse logistics strategy, BORIS can drive sales, reduce costs, and improve customer satisfaction, all while making returns easier to manage.
Next Steps:
- Audit your current returns process to find where online and in-store systems are disconnected.
- Evaluate if your store teams have the tools and training to handle e-commerce returns effectively.
- Review your return policy across all channels to ensure consistency.
- Identify key metrics, such as processing time or refund accuracy, to begin tracking BORIS performance.
- Explore implementing an RMS to centralize returns and automate decision-making.
FAQs
What is the difference between BORIS and BOPIS?
BORIS stands for Buy Online, Return In-Store, while BOPIS means Buy Online, Pick Up In-Store. BOPIS focuses on getting products into customers’ hands quickly, while BORIS helps them return items more easily. Both are key components of an omnichannel strategy that connects online and in-person shopping experiences.
What is the impact of BORIS on customer satisfaction?
BORIS enhances customer satisfaction by facilitating faster and more flexible returns. Shoppers can skip the hassle of shipping items back and get instant refunds or exchanges in-store. A smooth return process fosters trust and increases the likelihood of customers shopping with you again.
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