Though rising costs associated with online shopping are cause for concern, retailers can leverage their brick-and-mortar stores to enhance the e-commerce experience and streamline the costs to themselves via omnichannel services.
The most essential of these services are buy online, pickup in-store (BOPIS) — a service that allows shoppers to select and pay for an order through an online channel and then come to a physical location to fulfill it — and buy online, return in-store (BORIS), which enables consumers to come to a store to return an item purchased online.
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