Purpose

The 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/approach

The 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.

Findings

Combining 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 implications

The 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/value

The study contributes to the growing literature on the BORS omnichannel strategy, specifically for fast-fashion retail based on consumer needs.

中文翻译：

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影响全渠道在线购买和店内退货的因素：来自快时尚零售的证据

目的

作者通过调查影响该全渠道策略的内部和外部因素，以快时尚零售中的“在线购买和店内退货”(BORS) 策略为重点，分析了两个同步渠道的运作。

设计/方法/途径

作者应用了多种技术的组合来识别 BORS 因素。首先，使用优势、劣势、机会和威胁 (SWOT) 分析来定义采用 BORS 的操作因素。然后，作者应用层次分析法 (AHP) 来评估儿童、男性和女性消费者群体的四个 SWOT 类别下的因素。然后使用模糊 VlseKriterijumska Optimizacija I Kompromisno Resenje（模糊 VIKOR）方法对 BORS 的因素进行排序。

发现

结合 SWOT、AHP 和模糊 VIKOR 技术，作者在本研究中确定了 21 个因素。BORS 提供的在试衣间试穿以获得更便捷购物体验的机会被列为最重要的因素，其次是通过简单且组织良好的退货流程创建忠诚客户档案的机会。此外，结果显示儿童消费群体是所述运营因素中最关键的，其次是男性和女性消费者。

实际影响

作者描述了运营因素，并支持BORS的决策系统为每个消费群体提供了优先级排序，以实现对快时尚零售商和从业者的有效管理。

原创性/价值

该研究为越来越多的关于 BORS 全渠道战略的文献做出了贡献，特别是针对基于消费者需求的快时尚零售。