Key takeaways:
Why returns and service friction still plague retail
In today’s retail landscape, stores are service hubs, customer expectations are higher than ever and returns have become a critical part of the shopping journey. Yet, returns and service remain among the toughest experiences to get right — especially in-store.
For retailers, the frustration is familiar: A customer buys online, wants to return in-store and the associate struggles to access the order. Policies differ between systems. Inventory isn’t up to date. Refunds take longer than they should. By the time the interaction is resolved (if it is), both the customer and the staff are frustrated.
These failures aren’t about training or goodwill; they’re about disconnected systems, delayed validation and inconsistent rules.
The core problem lies in how store systems have evolved: Orders, payments and inventory often live in separate, siloed systems. Store logic is simplified to keep operations manageable, but the tradeoff is that validation — whether a return is allowed, an exchange is possible or a refund is safe to issue — happens late, manually or, worse, not at all.
This is why some returns require manager overrides, some exchanges can’t be fulfilled on the spot and some service issues escalate unnecessarily. The store becomes the pressure point where technology gaps are most visible.
If a retailer can fix returns and provide in-store service, they’ve solved the hardest problem. Because if it works there, it works everywhere.
Unified returns explained
Unified returns is more than just allowing a customer to return an item in any channel — it’s about creating a seamless, consistent and real-time post-purchase experience across the entire commerce ecosystem. At its core, unified returns ensures that:
Policies are consistent, whether the transaction started online, in-store or through a service agent.
Inventory, payment and order data are validated instantly.
Store associates have the information they need to approve returns, exchanges or refunds without delays.
Unified returns bridge the gap between channels. It turns every return into an opportunity to reinforce trust, reduce friction and provide the kind of service customers expect in a modern retail experience. It’s a critical part of unified commerce, the technology that binds promotions, fulfillment, returns and loyalty into a frictionless journey.
How commercetools InStore transforms the returns experience
commercetools InStore was designed to close the gaps that cause returns and service to be slow and inconsistent. In short, this solution connects store associates to real-time commerce APIs, providing a single interface to access orders, inventory, payments and policy rules.
As a result, store associates have the same visibility as online or contact-center agents. Validation happens instantly, across every channel.
Why now?
Return volumes are rising and stores are being asked to do more with less. Customers expect instant, frictionless service, whether they shop online, in-store or on mobile. InStore helps retailers meet these expectations without adding operational complexity. The store becomes a seamless extension of the brand’s promise — every return, refund and service interaction handled consistently and instantly.
The journey: Unified returns and service in action
Let’s follow a customer journey that illustrates how unified returns and service work in practice:
Scenario: A customer purchased a pair of shoes online but wants to return them in-store.
Instant validation at the start: When the customer walks in, the associate sees the order in real time. commercetools InStore confirms the purchase, verifies the payment method and checks return eligibility. There’s no need to call a fulfillment center or manually check multiple systems.
Seamless return approval: The associate processes the return immediately. Policies are applied automatically and the refund is initiated to the original payment method. No overrides, no delays, no friction for either the associate or the customer.
Smart exchanges: Suppose the customer wants to exchange the shoes for a different style that isn’t in stock. InStore instantly shows options: Ship to the customer’s home, check availability at nearby stores or automatically apply loyalty benefits. The store associate can guide the customer confidently without guessing or escalating.
Faster refunds and consistent service: Refunds for returns are processed in real time, whether via credit card, digital wallet or store credit. Even service issues — like loyalty entitlements, subscription benefits or past purchase history — are reflected immediately, allowing associates to resolve problems consistently, no matter the starting channel.
Outcome: The customer leaves satisfied and confident that the process was seamless and fast. The store associate spends less time on manual checks and exceptions, freeing them to focus on engagement rather than problem-solving.
All in all, this journey reduces friction at every touchpoint — from initiating a return to processing exchanges or refunds — and ensures a consistent, policy-compliant experience for both customers and store associates.
Can POS systems enable unified returns?
For many retailers, the natural question is: Can existing POS systems handle unified returns?
The short answer: Not fully. Traditional POS systems were designed for simple, in-store transactions. They often operate in isolation from order management, payment processing and inventory systems. Policies may be hard-coded or simplified, and real-time validation across channels is rare.
This is why returns in-store can still be slow and inconsistent:
An associate might not see the customer’s online order history.
Refund eligibility or loyalty entitlements might require manual verification.
Exchanges may be delayed due to outdated inventory data.
Traditional POS systems are inherently channel-specific, designed for in-store transactions and rarely built to communicate seamlessly with orders, inventory, payments or policies across other channels. Attempts to integrate POS with other systems are often complex, brittle and slow, creating friction for store associates and inconsistent experiences for customers.
True unified commerce doesn’t rely on patching POS systems together. With commercetools InStore, retailers can move beyond traditional POS limitations by using a single, real-time interface that handles orders, returns, exchanges, payments and policy validation across every channel.
The measurable impact for retailers
When returns and service work seamlessly, the benefits extend far beyond the customer experience:
Associates spend less time on manual checks and overrides, freeing them to focus on engagement.
Returns and exchanges are processed more quickly, improving store throughput.
Policies are enforced consistently, reducing exceptions and the need for escalation.
Training becomes simpler, since associates don’t need to memorize workarounds or rely on guesswork.
Customers leave the store satisfied, reinforcing loyalty and long-term value.
The bottom line: Unified commerce for returns and service
Unified returns and the instant validation that follows are foundational capabilities for retailers scaling seamless post-purchase experiences. They provide:
Consistent policy enforcement across all channels.
Real-time order, payment and inventory validation for every return, exchange or refund.
Operational efficiency for associates, reducing exceptions, overrides and escalations.
Frictionless experiences for customers, building trust and loyalty at every touchpoint.
Retailers ready to transform post-purchase experiences can start by rethinking store systems, replacing siloed POS workflows with a unified, real-time platform like commercetools InStore to make every return, exchange and service interaction seamless.
Ankita is a product marketing professional at commercetools and is passionate about developing value-based product messaging to communicate the vision and value of their products to the market. She has lived and worked in five different countries and navigated roles in the consulting and financial services industry before transiting into eCommerce post MBA.
