BORIS & PIM: How Buy Online, Return In-Store Integration Reduces E-commerce Returns

A few months ago, my family and I bought a suitcase online as a Christmas gift for our daughter. We were excited about the purchase – until we realised it was far too big. The only option was to return it by post, which turned into a frustrating process: a month-long wait for the retailer to process the return and another three weeks before the refund arrived.

This experience made me reflect on how online retailers manage returns. What if there was a way not only to reduce returns but also to make the process smoother and more customer-friendly when they do happen?

In this article, I’ll explain how retailers can do just that by implementing the BORIS (Buy Online, Return In-Store) model and focusing on the quality of their product data.

What is BORIS? Understanding Buy Online, Return In-Store Strategies

BORIS, or Buy Online, Return In-Store, is an omnichannel strategy that allows customers to return items purchased online to a physical store. Many retailers have embraced this approach as a way to improve customer satisfaction, speed up refunds, and reduce return shipping costs. 

In fact, BORIS accounted for 50% of online purchase returns in 2023, totalling $123 billion (CBRE). For consumers, it means avoiding the hassle of printing labels, repacking items, and waiting weeks for a refund. Research also shows that 62% of consumers are more likely to shop online if they can return an item to a physical shop (Mailmodo).

How BORIS Changes the Customer Experience

For consumers, BORIS eliminates the hassle of printing return labels, repackaging items, and waiting weeks for refunds. Instead, customers can:

• Receive immediate refunds or exchanges

• Avoid return postage costs

• Get personalised assistance from shop assistants

• Often shop for additional items during the return visit (increasing shop traffic)

The Hidden Connection Between BORIS and Product Information Management (PIM)

While BORIS makes returns easier, the ultimate goal for retailers should be reducing return necessity altogether. 

That’s where Product Information Management (PIM) becomes crucial. High-quality product information helps shoppers make informed decisions, reducing the likelihood of buying the wrong product.

What is Product Information Management (PIM)?

PIM is a comprehensive system for centralising, organising, and enriching product information across all sales channels. High-quality PIM implementation includes:

• Detailed specifications

• Accurate, multi-angle images

• Product demonstration videos

• Interactive size comparisons

• Customer reviews and Q&A sections

• AR/VR visualisation tools

In my case, if the suitcase retailer had provided better size comparisons – such as a side-by-side image with a person, or an interactive size guide – I would have realised it was too large before purchasing. This simple PIM improvement could have prevented a negative customer experience and saved the retailer processing costs.

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How Effective PIM Implementation Reduces Return Rates

1. Accurate Product Dimensions and Contextual Comparisons

Problem: Customers struggle to visualise product dimensions online 

Solution: Implement interactive size guides and comparison tools 

Result: Reduction in size-related returns

Think of big retailers like IKEA and John Lewis – they’ve added room visualisation tools and measurement guides to their websites to make shopping easier.

2. High-Quality Visual Content

Problem: Standard product photos fail to convey true appearance 

Solution: 360-degree views, zoom functionality, and video demonstrations 

Result: Fewer "looks different than expected" returns

Case study: Fashion retailer ASOS saw a drop in returns after implementing 360-degree product views and videos showing how garments move on real bodies.

3. Detailed Specifications and Technical Information

Problem: Insufficient product details lead to mismatched expectations 

Solution: Comprehensive specification sheets and comparison charts 

Result: Reduction in feature/function-related returns

4. Social Proof and Customer Feedback Integration

Problem: Customers lack confidence in purchase decisions 

Solution: Prominently feature reviews, Q&A sections, and user-generated content

Result: Higher purchase confidence and fewer returns

Implementing the BORIS + PIM Strategy: A Step-by-Step Guide

Phase 1: Audit Your Current Return Process

1. Track your top return reasons by product category

2. Calculate the true cost of returns (postage, processing, restocking)

3. Map the current customer return journey and identify friction points

4. Survey customers about their return preferences and pain points

Phase 2: Enhance Your Product Information Quality

1. Implement a centralised, composable PIM system to manage product data

2. Create standardised templates for comprehensive product descriptions

3. Invest in high-quality photography and video production

4. Develop interactive sizing and comparison tools

5. Implement customer review and Q&A functionality

Phase 3: Establish Your In-Store Return Process

1. Train shop assistants on processing online returns efficiently

2. Create dedicated return stations in physical locations

3. Develop a system for immediate refund processing

4. Implement inventory management solutions for returned items

Phase 4: Measure and Optimise

1. Track key metrics:

   • Return rate by product category

   • Percentage of online returns processed in-store

   • Customer satisfaction with the return process

   • In-store additional purchases during returns

2. Continuously refine product information based on return reasons

3. A/B test different product visualisation approaches

The Business Benefits: ROI of BORIS and PIM Investment

Retailers implementing both BORIS and PIM strategies report significant business improvements:

• Higher customer satisfaction: Easier returns mean happier customers and more repeat business. A seamless return process has been shown to enhance customer satisfaction and encourage repeat purchases (Mailmodo).

• Lower return rates: When customers have better product information, they are less likely to make incorrect purchases.

• Cost savings: Handling returns in-store reduces shipping costs and speeds up the resale of returned products. Many retailers are actively integrating in-store return policies to cut down on reverse logistics costs (CBRE).

• Stronger omnichannel presence: Retailers with seamless integration between online and offline shopping create a more convenient and trustworthy experience.

My Conclusion on Creating a Seamless Shopping Experience

My frustrating suitcase return experience reinforced how important it is for online retailers to offer both convenient return options (BORIS) and reliable product information (PIM).

By implementing these complementary approaches, retailers can:

• Reduce costly returns through better upfront information

• Improve customer satisfaction when returns are necessary

• Create additional sales opportunities through in-store traffic

• Build stronger customer loyalty and lifetime value

As e-commerce grows, retailers who reduce returns and make the return process easy will stay ahead of the competition.

And let’s be honest – it’ll be a lot less annoying for everyone too.

P.S. I’m sharing more insights like this for e-commerce managers on LinkedIn! Connect with me – let’s stay in touch and grow together!