Omnichannel terms every fashion brand should know

Ecommerce loves its buzzwords. “Next-gen.” “Digital transformation.” “Frictionless”. All the stuff that sounds fancy in meetings but can feel a bit…abstract.

Here’s another one—omnichannel. A term that pops up in lots of shapes and forms, but what does it actually mean?

In this post we’re breaking down the omnichannel strategies approaches that make a real difference for fashion brands, showing how they shape the shopping experience as well as what's happening in the background.

Back to basics: what is omnichannel?

Omnichannel ecommerce (also called "connected commerce", "unified commerce", or even "phygital retail") is about creating a smooth shopping experience across every channel—online, in-store, mobile. It connects the dots so customers never hit a frustrating dead end.

Many people associate the term “omnichannel” with click and collect, but it’s much more than that. Customers can browse, buy, return, or use loyalty points smoothly, without confusion or extra steps. From finding a product to getting it delivered, everything just works.

Behind the scenes, it’s about keeping stock, product info, and orders updated across stores, warehouses, and websites. The payoff? Faster deliveries, better stock management, fewer mistakes, and a smaller environmental footprint from fewer unnecessary shipping or returns.

How omnichannel really works

So let’s see how omnichannel ecommerce actually works. This glossary breaks down the key strategies fashion brands with a retail footprint use today. Each term shows two sides of a chosen strategy: what it means for the customer, and what it takes behind the scene to make it happen: how it feels to the customer, and what it takes behind the scenes to make it happen.

Buy online, pickup in-store (BOPIS)

BOPIS (or Click & Collect) is a key buy online pickup in store fashion strategy that lets customers purchase items online and pick them up at a physical store rather than waiting for home delivery.

What shoppers experience: Customers can typically check local product availability online, purchase items, and collect them at the store of their choice. This avoids shipping fees and delays, while also giving the option to try on or exchange items immediately—creating a faster, more reliable, and convenient shopping experience.

How it works behind the scenes:  BOPIS depends on keeping inventory data up to date across online and in-store systems. The brand’s order management system (OMS) — the software that tracks and assigns stock — allocate products for collection, notify store staff, and often mark items as reserved. Some brands pull stock directly from store shelves, while others may stage items in a backroom or warehouse first. A single, up-to-date view of stock across stores and online is key to prevent double-selling, ensure accurate availability, and keep the process running smoothly.

Buy Online, Ship to Store (BOSS)

BOSS lets customers buy online and have the order shipped to a store for pickup, even if the item isn’t stocked locally.

What shoppers experience: Customers can access the full product range, not limited to what’s on local shelves. They can pick up their order in-store, try it on, and return or exchange items immediately—combining the convenience of online shopping with the immediacy of in-store service.

How it works behind the scenes: Unlike BOPIS, which relies on local store inventory, BOSS requires a system that keeps track of all stock and decides where to ship each order from.. When an order is placed, the system identifies where the item is available (whether in a warehouse or another store) and ships it to the chosen pickup location. This approach lets brands support in store demand using different stores and warehouses smartly.

BORIS (Buy Online, Return In Store)

BORIS lets customers return or exchange online purchases in a physical store instead of shipping them back to a warehouse.

What shoppers experience: Customers can bring online purchases to a store for a refund or exchange, with help from store staff. This avoids repackaging, printing labels, and paying return shipping, and can speed up the refund process.

How it works behind the scenes: In practice, BORIS requires returns to update stock and refund systems right away. When a return is processed in-store, the OMS must adjust online stock, trigger a refund, and restock the item. A connected system ensures that every return is automatically reflected in stock counts and sales reports across channels.

Ship from Store (SFS)

Ship from Store (also called “Fulfill from Store”) turns retail locations into mini fulfillment hubs, letting online orders be shipped directly from stores instead of a central warehouse.

What shoppers experience: Unlike BOPIS or BORIS, the customer doesn’t choose how the order is fulfilled—Ship from Store works entirely in the backend, providing indirect benefits to the customer like improved availability and faster delivery rather than direct control over fulfillment. Orders are shipped from the most appropriate store based on stock levels, location, and demand. Deliveries can also be more sustainable, with shorter shipping routes and fewer carbon emissions. Customers gain access to a wider range of products, as stores with stock can fulfill orders even if the item isn’t in the main warehouse.

How it works behind the scenes: SFS depends on smart stock tracking and order routing. The OMS selects the store best suited to fulfill each order, taking into account stock levels, location, staffing resources, and foot traffic. This approach helps brands move inventory faster, avoid overstock, and speed up deliveries, while keeping online and in-store stock synced up.

Endless Aisle

Endless Aisle (sometimes known as “Virtual Assortment”) allows customers to virtually browse or order products that are out of stock or not sold in-store–and ship them to their homes or to the store.

What shoppers experience: Customers can explore a brand’s full catalog using in-store tablets, kiosks, or with the help of a sales associate. Even if an item isn’t physically on the shelf, they can order it then and there. This removes the frustration of “out of stock” moments and gives shoppers confidence that they can always find what they want. It also elevates the in-store experience—customers can access exclusive items, colors, or sizes that wouldn’t normally be available locally, while still benefiting from personalized advice and in-store service.

How it works behind the scenes: Endless Aisle relies on real-time inventory visibility across all stores and warehouses. When a customer orders, the OMS routes the product from the best fulfillment location (for example, a nearby store or a central warehouse) to their chosen destination. Integration with Point of Sales (POS) systems keeps stock counts accurate.

Virtual fitting rooms & fit finders

Virtual fitting tools help shoppers visualize how garments will look or fit before they buy, using size guides, product photography, or augmented reality (AR) technology, using your phone.

What shoppers experience: Customers can explore how clothes will fit their body shape or size without trying them on physically. They can compare sizes, view garments from different angles, or even “try on” items virtually using AR. This personalized experience makes online shoppers feel more confident, reducing uncertainty and helping shoppers pick the right size the first time. Fewer mistakes in sizing lead to fewer returns and a smoother shopping experience overall.

How it works behind the scenes: Fit technology integrates with live product data, sizing charts, and sometimes even customer measurements. By connecting digital fit tools to the product catalog, the system can provide accurate size recommendations and realistic visualizations. Some advanced solutions also use smart algorithms to refine fit suggestions based on past purchases or returns. 

Omnichannel loyalty programs

A connected loyalty program links rewards across every channel—in-store, online, and mobile.

What shoppers experience: Customers can earn and redeem points, discounts, or special offers wherever they shop. For example, a purchase in-store can earn rewards that are immediately available online, or a customer browsing on mobile can access promotions in the physical store. This makes loyalty feel consistent and convenient, and encourages repeat engagement across channels. Personalized offers and rewards tailored to individual preferences make the program more valuable and engaging.

How it works behind the scenes: Unified loyalty relies on a single record for each customer across all systems—ecommerce platform, customer relationship management system (CRM), and POS. By tracking behavior and engagement holistically, brands can offer tailored rewards, understand shopper habits, and calculate lifetime value across the entire customer journey.

Shopping, uninterrupted

People label it differently, but the idea’s the same. The better brands get at connecting their stores, stock, and systems, the easier it is for customers to buy what they want, how they want, when they want. That's what great omnichannel looks like.

It's not about implementing every strategy at once—it's about building the right foundation. When your inventory, orders, and customer data are kept in sync, these experiences become possible. And when they work seamlessly, customers notice. They come back.

Want to see how Centra's omnichannel features can work for your brand? Talk to our team. 

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