Buy Online, Return In-Store: Seamless BORIS for Foot Traffic and Brand Loyalty
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Quick Take: Why This Blog Matters
- Customers want returns as easy as buying.
- BORIS (Buy Online, Return In-Store) bridges physical and online retail.
- In-store returns lead to more purchases—up to 45% make another buy.
- You need real-time tools like an Order Management System.
- Reverse logistics becomes smoother and more efficient with automation.
- A BORIS strategy works best with integrated platforms like Omniful.
What is BORIS and Why Is It So Important?
BORIS stands for Buy Online, Return In-Store. It allows online customers to return items at a nearby retail store. This approach helps brands reduce shipping costs and improve service.
Unlike traditional returns, BORIS offers an in-person experience. It encourages spontaneous purchases during returns. In fact, studies show up to 70% of in-store returners buy something else before they leave.
In regions like KSA, UAE, and Egypt, where trust plays a large role, face-to-face service adds significant value. Customers expect options. BORIS meets those expectations while also benefiting retailers.
Why MENA Retailers Are Embracing BORIS
In the Middle East and North Africa, retail is still very relationship-driven. Despite the rise of eCommerce, shoppers enjoy interacting with store staff.
Here's why BORIS fits perfectly:
- High smartphone usage: Shoppers order online, but want control.
- Trust in brick-and-mortar brands: Physical returns reinforce confidence.
- Logistics challenges: Reverse shipping across cities can be costly.
Many regional brands are now using Returns Management to bridge digital and physical processes. It allows them to offer seamless return flows, which customers appreciate.
Boosting In-Store Sales Through BORIS
Returns are often seen as a cost. But smart retailers view them as an opportunity.
Picture this: a customer returns a product. While waiting, they spot something new. With a positive experience, they buy again.
This isn’t theory. Retailers report that in-store returns lead to 20-40% more impulse sales. For brands with multiple locations, that’s a huge opportunity.
Integrating your return flow with a Point of Sale system ensures staff can easily process these returns and upsell new items.
Seamless BORIS Starts with the Right Order Management System
Without the right tech, BORIS can create more confusion than clarity.
To make it work, you need an Order Management System that connects:
- Online platforms and retail stores
- Inventory across all locations
- Returns and shipping data in real time
An effective order management software supports partial returns, same-day refunds, and restocking. It links with Inventory Management Systems to update available stock within seconds.
Systems like Omniful offer these integrations as part of a full operational stack—no coding needed.
The Role of Reverse Logistics in BORIS
BORIS doesn’t end at the return desk. The product journey continues, often with complex steps:
- Inspect and grade the returned item
- Approve restock or initiate disposal
- Update records and inventory counts
Efficient reverse logistics means tracking every return in real time. Without this, stores can lose products, miss refunds, or create stock errors.
Using tools like Omniship or a Shipping Gateway ensures smooth coordination between return locations, warehouses, and customers.
Case Study: Fragrance Brand in Riyadh
A D2C fragrance retailer in Saudi Arabia was facing rising costs from third-party returns.
Here’s what changed when they used Omniful:
- BORIS returns went live across 4 dark stores
- 100% return processing time reduced to under 8 hours
- In-store sales grew by 32% from returning customers
- Return-related complaints dropped by 60%
They connected their OMS, POS, and WMS with one platform—simplifying the entire process.
Key Features for a BORIS-Ready Platform
If you’re serious about BORIS, your system should offer:
Multi-channel visibility
Know what was bought where, and allow return anywhere.
Real-time inventory sync
Update stock instantly using a Warehouse Management System.
Returns via app or dashboard
Give both staff and customers a simple returns experience.
Automated workflows
Set rules: e.g. inspect, refund, restock, or dispose.
Store-level analytics
Know how many BORIS returns lead to new sales.
These features are not just "nice to have." They’re essential.
Why BORIS Helps Sustainability Too
Returns don’t need to involve long journeys. Sending a returned item from Riyadh to a central warehouse in Dubai isn’t efficient. It adds to carbon emissions, delays, and customer frustration.
With BORIS, returns stay local. They’re processed at the nearest store or hub, saving transport and time.
It’s also easier to recycle or resell items in the same market. This kind of green logistics is becoming vital in MENA, where sustainability is growing fast.
Measuring Success: KPIs That Matter
To know if your BORIS program is working, track these metrics:
- Return-to-shelf time: How fast do items re-enter stock?
- Conversion from returns: How many return visits result in new sales?
- Refund accuracy: Are customers refunded correctly and on time?
- Return reason trends: Can you improve based on feedback?
The best platforms—like Omniful—offer live dashboards with these metrics.
Getting Started: Steps to Implement BORIS
1. Audit your return process
See where delays or confusion occur.
2. Upgrade your tech
Adopt tools like Order Management and Returns Management.
3. Train your staff
Store employees must know how to process returns and offer exchanges.
4. Promote your policy
Let customers know they can return in-store. Visibility is key.
5. Track results
Use dashboards to measure and improve.
Internal Systems That Make BORIS Work
Here’s what you’ll need under the hood:
- Order Management System for tracking everything
- Point of Sale for in-store processing
- Returns Management for automation
- Inventory System to keep stock accurate
- WMS for restocking and audits
- TMS if central return hubs are used
Using Plug and Play Integrations ensures they all work together smoothly.
Conclusion: BORIS Is the Bridge Between Online and Offline
Retail is no longer either-or. Customers want both.
They want the ease of shopping online. And they want the reassurance of physical stores. With BORIS, you deliver both.
It creates a win-win: fewer return costs, more in-store sales, and happier customers.
Whether you run five stores or five hundred, BORIS is your path to deeper loyalty and better performance.
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