BORIS is on the rise

Walmart, Amazon and Target execs recently participated in a major survey to lift the lid on in-store returns. The results: almost half of the 21 retailers surveyed reported an increase in buy online, return in-store (BORIS) transactions over the past year. And more than half of those questioned said that returns are a bigger priority than they were 12 months ago.

To combat the trend, major retailers like H&M, Zara, A&F and J.Crew quietly introduced fees for online returns; Two-thirds of retailers reported that they charge for returns (including those that require shipping for online orders)

and, among those that charge for shipping, 45% reported implementing the fee within the last 12 months.

A key takeaway is that retailers should actually incentivize and lean into BORIS; for example, "if you return in-store, not only will you be spared the fee, but if you come into the store, we give you a 10% discount on anything you buy or a $5 gift card,” said the survey CEO.

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