The BORIS experience: evaluating omnichannel returns and repurchase intention

Purpose Researchers have examined the influence of the factors on reducing return rates in retailing over the years. However, the returns experience is often an overlooked way to drive customer engagement and repeat sales in the now ubiquitous omnichannel setting. The focus on returns prevention in existing research overshadows management’s need to understand better the comprehensive mechanics linking the customer in-store return experience with their repurchase actions. Recognizing the need to bridge different stages of the returns management process, this research aims to explore the facilitators and barriers of in-store return activities. Design/methodology/approach Analysis of customer corporate data from 5,339 returns at the retail level provides insights from the customer return experience. Expanding our theoretical understanding, a deductive research approach then examines how those factors impact customer repurchase intentions both online and at brick-and-mortar stores. Stage two of the study employs a scenario-based role-playing experiment with consumer respondents to test hypotheses derived from signaling theory and justice theory. Findings Results find that returns policy and loyalty program capabilities are essential in creating a positive customer in-store experience. Moreover, a return experience enhanced by frontline employee service can retain existing shoppers and drive additional store traffic, further stimulating retailer sales. Originality/value These findings refine our understanding of returns management in evolving omnichannel retailing and offer practical insights for retailers to manage customer relationships through in-store returns.