Upmarket retailer David Jones has outlined its moves to become a major player across all shopping platforms, from instore to online and mobile apps.
Chairman Robert Savage and chief executive Paul Zahra said in the company's annual report that David Jones would provide customers with the "best shopping experience and range of products regardless of which channel they choose to shop from".
David Jones had stepped up its push into so-called omni channel, multi-level retailing since March, 2012, they said.
"To support the company's vision of becoming a true omni-channel retailer, investment and resources have been allocated during the year to build the required physical infrastructure."
David Jones' warehouse in the Sydney suburb of Silverwater had been expanded and upgraded to be capable of supporting the turnover equivalent of a large suburban store.
At the facility, David Jones had set up a production house containing studios, post-production and copywriting facilities.
A new IT platform, comprising a new content management system, new order management system and new warehouse management system, had been implemented.
The company is on track to launch its new online shopping site by the end of October 2012.
A new blogging team had been established consisting of editors from Vogue, GQ and Inside Out magazines.
"The company has continued its move towards integrated marketing across all channels, with a focus on digital marketing including investment in digital display advertising, Search Engine Optimisation, the use of QR (quick response) codes in press and catalogues and the launch of our presence on Pinterest and Instagram," the company bosses said.
"Despite the immediate trading challenges we are facing, we are excited about David Jones' future."
In other developments listed in the annual report, the company noted July's sham takeover bid for the retailer by a little-known UK private equity group.
"The proposed offer and the company's disclosure were reviewed by the Australian Securities and Investment Commission (ASIC)," the company bosses said.
"ASIC has advised the company it has concluded its investigation at this stage and it is not proposing to take further action."
David Jones shares closed trade two cents higher at $2.60 on Wednesday.