Background: The paper is devoted to implementation of the omnichannel concept using the ranking of opportunities. Opportunities were obtained from a SWOT/TOWS analysis and Thurstone’s method is used for ranking. The SWOT/TOWS analysis is one of the most basic analytical methods and the result of this analysis indicates a general strategy. Based upon previous authors’ experiences in using SWOT/TOWS, we can conclude that this analysis is often insufficient for decisions to be taken, as it lacks information on what factors should be prioritized over others in implementing the chosen strategy. Further analysis is required to confirm the next steps should be in implementing corporate strategy, and this analysis is performed using different methods. Methods: Based on the previously developed SWOT/TOWS analysis, the authors created an algorithm for making decisions in logistics in terms of implementing the concept of omnichannel. In the methodology, an algorithm merging SWOT/TOWS analysis with Thurstone’s method is presented. The results of this paper show how making decisions in logistics can be more accurate using Thurstone’s method in conjunction with SWOT/TOWS analysis. Thurstone’s method is used to sort all factors in implementing the omnichannel concept. Results: A grouped list of opportunities from the most critical to the least crucial correspond with the present state of the market. Using Thurstone’s method together with SWOT/TOWS analysis will result in a more complete set of data to use in the decision-making process in implementing the omnichannel concept. Combining the results of the two analyses creates a methodology for ranking opportunities for implementing the omnichannel concept. Conclusions: The method for making decisions in implementing the omnichannel concept presented here gives more information for managers than using each of these analysis separately. The main advantage of using both analyses is that risk is reduced during implementation and a list of factors is produced that can be used in the following decisions.

中文翻译：

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实施全渠道概念的机会排名

背景：本文致力于通过机会排名来实施全渠道概念。通过SWOT / TOWS分析获得了机会，并使用了Thurstone的方法进行排名。SWOT / TOWS分析是最基本的分析方法之一，分析结果表明了一种通用策略。根据先前作者使用SWOT / TOWS的经验，我们可以得出结论，这种分析通常不足以做出决定，因为它缺乏有关在实施所选策略时应优先考虑哪些因素的信息。需要进一步分析以确认下一步应该执行公司战略，并且此分析是使用不同的方法执行的。方法：基于先前开发的SWOT / TOWS分析，作者创建了一种用于实现全渠道概念的物流决策算法。在该方法中，提出了一种将SWOT / TOWS分析与Thurstone方法相结合的算法。本文的结果说明了如何使用Thurstone的方法结合SWOT / TOWS分析来更准确地进行物流决策。Thurstone的方法用于对实施全渠道概念的所有因素进行分类。结果：从最关键到最不关键的一组机会列表与当前市场状况相对应。将Thurstone的方法与SWOT / TOWS分析一起使用，将获得更完整的数据集，可用于实施全渠道概念的决策过程。将这两种分析的结果结合起来，可以创建一种方法来对实施全渠道概念的机会进行排名。结论：与单独使用以上每种分析方法相比，此处介绍的实施全渠道概念的决策方法为管理人员提供了更多信息。使用这两种分析的主要优点是，在实施过程中降低了风险，并产生了可在以下决策中使用的一系列因素。