Introduction:

In today’s omnichannel retail environment, seamless returns are as critical as fast delivery. One strategy gaining momentum is Buy Online, Return In-Store (BORIS) – allowing customers to purchase online and return items at a physical store. This approach turns physical stores into convenient return hubs, merging e-commerce with brick-and-mortar service. For enterprise retailers, especially in Australia looking to global leaders for inspiration, BORIS can drive significant value. Returns are a massive issue – retailers handled an estimated $890 billion in returns in 2024, roughly 16.9% of total sales.

Rather than viewing returns purely as lost sales, savvy retailers treat them as an opportunity: a chance to engage customers in-store, recover revenue, and streamline operations. This guide explains what BORIS is, why it matters to large-scale retailers, and how Awayco’s mobile POS can enable seamless, customer-friendly in-store returns. We’ll also highlight U.S.-based case studies – from fashion to electronics to general merchandise – showing measurable outcomes like increased foot traffic, higher customer satisfaction, reduced return costs, and operational improvements.

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What is BORIS (Buy Online, Return In-Store)?

BORIS is an omnichannel retail policy that gives customers the option to return online purchases at a physical store. In practice, a customer orders a product online and has it delivered. If the item needs to be returned (due to fit, preference, defect, etc.), instead of repackaging it and shipping it back, the customer simply brings it to a nearby store for a refund or exchange. This saves the customer hassle – no printing labels, no post office trip, no waiting weeks for a refund.

For retailers, BORIS means leveraging stores as mini return centres. Stores can accept the merchandise, instantly put it back into stock, and process the refund on the spot. In short, BORIS tightly integrates online and offline channels: the customer’s order history, payment, and inventory records are unified so that store associates can verify the online purchase and process the return seamlessly. A successful BORIS operation requires robust technology integration – the point-of-sale system in-store must recognise online transactions and update inventory in real-time when an item is returned. When done right, BORIS transforms returns from a tedious necessity into a convenient service touchpoint. It’s an increasingly popular offering for omnichannel retailers as they realise returns are not just a cost centre but also a customer experience opportunity.

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Why BORIS Matters to Large Retailers

Implementing BORIS can deliver several strategic benefits for enterprise retailers. In an era where customer expectations are sky-high and margins are thin, a well-executed BORIS program can be a competitive differentiator. Key values of BORIS include:

Enhanced Customer Convenience & Satisfaction

In-store returns are simply easier and faster for many customers. Shoppers don’t have to worry about packages getting lost in the mail or waiting long periods for refunds. They receive immediate resolution – often getting their refund or exchange on the same trip. This convenience boosts goodwill. Retailers offering hassle-free returns see higher loyalty – 84% of shoppers are more likely to shop with a retailer that offers no-box, no-label returns and immediate refunds.

Increased Store Foot Traffic (and Potential Sales)

Every online customer who comes into a store to return an item is an opportunity. First, it literally brings more bodies into stores, which can create a busier, more vibrant shopping environment. Some of those customers will make unplanned purchases during the visit – turning a return into an additional sale. Even those who don’t buy on that trip may be exposed to new products or promotions, planting seeds for future purchases.

Retail studies show 15% of shoppers make an additional purchase when completing an in-store return of an online order. At the very least, having more people in-store increases the chance of some extra revenue. BORIS acts as a bridge between online shopping and a human-to-human store experience – retailers can use that moment to delight the customer.

Cost Savings on Reverse Logistics

Returns are expensive – from shipping fees, to labour for inspecting items, to restocking or liquidation losses. By encouraging customers to bring returns to a store, retailers can cut down on costly courier shipments and central processing. Every online order returned in-store is one less package mailed back (often at the retailer’s expense). This directly reduces postage and handling costs.

Many big retailers offer free return shipping to stay competitive, but that can erode margins significantly. BORIS helps claw back those costs. For example, apparel chains may charge a fee for mail-in returns but make in-store returns free – explicitly advising customers that bringing the item back to a store will “avoid return shipping and handling costs”.

Streamlined Operations & Inventory Recovery

An often overlooked benefit of BORIS is operational efficiency. By integrating online returns into store workflows, retailers can improve inventory accuracy and product turnaround. Real-time system integration ensures that when a return is processed at a store, the inventory counts update across the board.

This helps avoid the inventory distortions that can happen when returns are in transit or sitting in a separate facility. It also means the returned stock can potentially be sold again the same day at that store if suitable. In segments like fashion and electronics, speed matters – an item returned quickly to a store can be back on the floor for the next customer.

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Enabling BORIS: Technology and Best Practices

Implementing BORIS at an enterprise scale requires the right technology backbone and in-store processes. Retailers need to unify online and offline systems so that a store can handle an online order return as easily as a regular return. Key enablers include:

• Integrated POS and E-Commerce Systems
• Clear Return Policies & Training
• Mobile POS and Scanning Technology
• Real-Time Inventory Updates

Awayco’s mobile POS solution is built to empower retailers with agile in-store services, and BORIS is a prime example. By deploying Awayco’s mobile POS on tablets or smartphones, enterprise retailers can transform the returns experience, enabling anywhere, anytime returns, a unified view of customer and inventory, faster refunds and exchanges, and insightful analytics.

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Case Studies: BORIS in Action at Leading U.S. Retailers

H&M and Zara (Fast Fashion Apparel)

Both companies in the U.S. instituted return fees for mailed-back items, while keeping in-store returns free. This encouraged shoppers to bring returns to the stores, boosting store traffic and significantly cutting down the volume of individual return shipments.

Walmart (General Merchandise/Electronics)

Through its Mobile Express Returns program, Walmart integrated its mobile app with in-store service. A customer initiates a return on the app, gets a QR code, then simply walks into the store’s Express lane – the refund is processed in about 30 seconds.

Kohl’s + Amazon Returns (Department Store Partnership)

Kohl’s implemented BORIS by accepting returns for Amazon orders. This partnership brought a 24% spike in store traffic within weeks. In 2020 alone, at least 2 million new customers walked into Kohl’s to return Amazon purchases.

Best Buy (Consumer Electronics)

Best Buy has long offered the ability to return online purchases in-store. It integrated its systems so that online orders show up in the store POS, encouraging customers to return items in person. Associates use these moments to recommend alternatives, convert returns into exchanges, and upsell services.

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Conclusion & Key Takeaways

Buy Online, Return In-Store is no longer a niche offering – it’s becoming a must-have component of omnichannel retail strategy for enterprises. In an environment where 16–17% of sales are expected to be returned, retailers can’t afford to treat returns as an afterthought.

Key takeaways:

1. Make returns easy and flexible to increase loyalty.
2. Leverage BORIS to drive foot traffic and sales.
3. Cut costs on shipping and reverse logistics.
4. Invest in integrated tech like mobile POS.
5. Monitor and adapt BORIS programs with data.

BORIS is a powerful strategy for enterprise retailers to recoup lost sales, delight customers, and streamline reverse logistics. The experiences of leading U.S. retailers show that with the right approach, BORIS can drive improvements in traffic, satisfaction, and profitability. For Australian retailers, Awayco’s mobile POS makes BORIS a practical, scalable opportunity to elevate the customer experience and modernise store operations.