Factors affecting omnichannel buying online and return in store: evidence from fast-fashion retail

Abstract

PurposeThe authors analysed the operations of two synchronised channels by focusing on “buy online and return in store” (BORS) strategies in fast-fashion retail by investigating internal and external factors affecting this omnichannel strategy.Design/methodology/approachThe authors apply a combination of techniques to identify the BORS factors. Firstly, a strengths, weaknesses, opportunities and threats (SWOT) analysis was used to define the operational factors of BORS adoption. The authors then apply analytic hierarchy process (AHP) to evaluate the factors under four SWOT categories for kids, male and female consumer groups. The factors of BORS were then ranked using the fuzzy VlseKriterijumska Optimizacija I Kompromisno Resenje (fuzzy VIKOR) approach.FindingsCombining the SWOT, AHP and fuzzy VIKOR techniques, the authors identified 21 factors in this study. The opportunity that BORS provides for trying in the fitting room for a better convenient shopping experience was ranked as the most important factor, followed by the opportunity to create a loyal customer profile with an easy and well-organised return process. Furthermore, the results reveal that the child consumer group is the most critical of the stated operations factors, followed by male and female consumers.Practical implicationsThe authors described the operational factors and supported the decision-making system of BORS for each consumer group with a priority ranking to realise effective managerial management for fast-fashion retailers and practitioners.Originality/valueThe study contributes to the growing literature on the BORS omnichannel strategy, specifically for fast-fashion retail based on consumer needs.