Ever heard of BORIS? It’s not just a catchy acronym. Buy Online, Return In Store (BORIS) is a retail practice that allows customers to purchase products online and return them at a physical store. Simple, right? Well, it’s easier said than done. While this system sounds like the ultimate in convenience for customers, it’s a logistical and regulatory nightmare for many retailers.
Let’s dive into what BORIS is, why it’s popular, and why it’s causing headaches for companies—especially when it comes to handling refund regulations that many systems can’t cope with.

What is BORIS?

Imagine this: you’re browsing your favorite store’s website, make a purchase, but when the item arrives, it’s not quite right. With BORIS, instead of dealing with return shipping, you can head over to a nearby physical store, hand over the product, and get an instant refund or exchange. This model bridges the gap between online convenience and in-store flexibility, offering the best of both worlds.

In fact, studies show that over 30% of online shoppers prefer to return their items in-store rather than shipping them back. This makes BORIS a crucial part of a seamless customer experience, as it meets the growing demand for convenient, flexible return options.

Sounds like the perfect solution? Not so fast.

Why customers love it

For consumers, BORIS is a dream.

Here’s why:

• Speed and convenience: No need to wait for refunds to be processed through snail mail. Instant gratification (or should we say, instant refund).
• No return shipping hassles: Forget about re-packaging and printing return labels.
• Immediate assistance: If something went wrong with the purchase, real-life staff are there to help you find an alternative.

The dark side for retailers

While BORIS might seem like a simple addition to the omnichannel shopping experience, it’s anything but simple on the backend. Retailers face numerous challenges, from managing inventory synchronization across channels to processing returns efficiently. But the biggest hurdle? Regulatory compliance, especially when it comes to payment systems and refunds.

The payment problem: Regulatory and logistical nightmares

One of the biggest challenges with BORIS lies in payment refunds. Legally, refunds must be made to the same payment method that the original purchase was made with. Sounds straightforward, right? But here’s where it gets tricky: the payment systems used for online purchases often don’t match up with the in-store systems.

Let’s break it down:

• Mismatch of payment systems: Many retailers use entirely different payment processors online and in their physical stores. When a customer returns an item bought online, the store’s payment system may not be set up to refund the purchase back to the original payment method (like a credit card or online wallet). This incompatibility leads to retailers choosing to avoid in-store returns altogether, simply because they don’t have an easy way to refund the customer correctly.
• The legal gray area: Some retailers allow customers to return online purchases in-store, but instead of refunding the original payment method, they issue store credit or refund to a different card. While this seems like a harmless workaround, it can actually be illegal. Why? Because the refund isn’t going back to the original method of payment, it can be considered fraudulent. These mismatched transactions create a disconnect that makes tracking difficult and raises red flags for auditors.
• Disconnected transactions: When stores attempt to process these returns manually, they essentially create two separate transactions—a sales transaction and an unlinked refund transaction. Since these two don’t match up in the backend, it becomes impossible to track accurately, leading to even more compliance issues.

A solution to the BORIS refund problem

This is where our platform comes in. We’ve cracked the code to make the BORIS model work seamlessly and, more importantly, legally. With our system, the refund process is fully automated, ensuring that every refund is matched with the original sales transaction. No more mismatched transactions, no legal gray areas, and no manual processing that risks errors.

Here’s how we do it:

• Automatic matching: We ensure that every refund transaction is linked to the original sales transaction, so everything lines up perfectly in the system. Whether a customer buys online and returns in-store, the refund always goes back to the original payment method—legally and seamlessly.
• Smooth and efficient: By automating the entire process, we eliminate the need for manual intervention, making everything smoother for both the retailer and the customer.
• Correct in the books: With our platform, you can rest assured that your records will always be accurate, keeping your accounting and compliance teams happy.

But that’s not all. Our solution is more than just a legal fix—it’s the key to unlocking the full omnichannel experience:

• Seamless omnichannel integration: This solution ensures that no matter where a customer purchases or returns an item—online or in-store—the experience is consistent and hassle-free, reinforcing your omnichannel strategy.
• Efficient returns process: By streamlining returns and automating refunds, you create a faster, more efficient process, improving both operational efficiency and customer satisfaction.
• State-of-the-art customer experience: Providing a seamless, error-free returns process ensures customers get the best possible experience, increasing their loyalty and trust in your brand.
• Cost savings: Fully utilizing your physical stores for returns not only reduces shipping costs but also allows you to manage inventory more efficiently, cutting down on unnecessary expenses and improving your bottom line.

Why aren’t all systems built for BORIS?

The complexity lies in how most retail systems were developed. Legacy systems are often designed to handle either in-store or online purchases, not a hybrid of both. Add to this the regulatory complexity of managing in-store returns for online purchases, and it becomes clear why some retailers are slow to adopt BORIS.

This lack of integration can lead to situations where stores refuse returns for online orders, even though it frustrates customers. And the reason often comes down to those same regulatory barriers that make seamless returns difficult.

What’s next for BORIS?

For retailers, tackling these challenges means investing in technology that can handle the nuances of refund regulations and ensure smooth omnichannel operations. It’s not enough to offer a BORIS option—it has to work efficiently, or it risks alienating customers.

In the coming years, we can expect more retailers to integrate sophisticated systems that account for these legal and logistical challenges. But for now, many are still in the process of figuring it out.

Conclusion

BORIS has huge potential to improve the customer experience, but it’s not without its challenges—especially when it comes to refund regulations and smooth integration of omnichannel operations. Retailers who can master the art of returns (both in-store and online) will come out on top in the omnichannel race. Those who don’t? They might find themselves lost in a tangle of legal headaches. But with the right technology in place, like our platform, you can make the returns process smoother, more efficient, and legally compliant—while delivering a world-class customer experience and reducing operational costs.