<p>This study examines the deployment of two mainstream omnichannel strategies, i.e., “experience in store and buy online” (ESBO) and “buy online and return in store” (BORS), for an online-first retailer. The retailer charges a fee for online returns but offers a full refund for in-store returns. The expected profit maximization models for the online-only and the omnichannel strategies are developed and the optimal results are analyzed. The optimal pricing and ordering decisions are examined and the conditions for the retailer to benefit from deploying the ESBO or BORS strategy are explored. The main findings provide guidelines for retailer to operate physical stores or showrooms. The retailer can benefit from operating a physical store if the customer online return penalty is low and the product differentiation degree is high, if the product has low valuation and moderate differentiation degree, if the product has high valuation and high differentiation degree, if the reverse logistics cost is high, or if the product differentiation degree is moderate and the customer travel cost is low. The retailer can benefit from operating a showroom if the product has low valuation and high differentiation degree, if the online return penalty and the product differentiation degree are high, if the reverse logistics cost is moderate, or if the product differentiation degree and the customer travel cost are both moderate.</p>