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

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