POSSIBILITIES OF IMPLEMENTING OMNICHANNEL CONCEPT IN DISTRIBUTION – OPPORTUNITIES AND THREATS

Abstract

The main aim of this paper is to show opportunities and threats, awaiting companies, which potentially will implement the omnichannel concept in theirs distribution process. Secondary aim is to make suggestions on what type of strategies should the companies adopt to maximize their benefits and to minimize threats waiting for them, while implementing omnichannel concept. Potential implementation of omnichannel concept are going to show realizable ways of proceeding for the companies in matter of managing their distribution process in this concept. Methodology in this document consists of literature analyses, SWOT / TOWS analysis and survey. Literature analysis was used to show present solution of omnichannel concept in distribution and to identify possible opportunities and threats for companies implementing omnichannel concept. SWOT / TOWS analysis was conducted upon a targeted audience group of 33 managers and specialists from different companies. Survey was conducted to show how important these opportunities are and what threats are relevant for respondents and to confirm that only significant determinants were chosen in the research. Weights of determinants to TOWS analysis were calculated based on the results of the survey. The result of this research points out which strategy would be most suitable for companies willing to implement omnichannel concept in theirs distribution processes. The results of SWOT / TOWS analysis have a potential to become a base for future, and more accurate researches in a matter of choosing strategy by a companies in theirs next-gen distribution area, especially using omnichannel concept.

Key words: omnichannel, distribution, SWOT, TOWS