Three years after relaunching its e-commerce site, arts-and-crafts retail chain The Michaels Cos. is looking to use its stores to fulfill more of its online orders.

CEO Chuck Rubin told analysts on the retail chain’s Q4 2016 earnings call nearly 300 million shoppers visited Michaels’ flagship website Michaels.com in fiscal 2016 ended Jan. 28.

“Most of it is looking for product information or project ideas, but the idea of being able to convert that and create that omnichannel shopping approach was attractive to us a few years ago and remains just as attractive,” he said on the call, according to a transcript from Seeking Alpha. “We look at e-commerce as a good augmentation, but not a replacement of our core brick and mortar business.”

The company also views its stores as a way to augment its online business.

Michaels is taking a number of initiatives to leverage its stores to save money on shipping online orders while making better use of store inventory. Among those investments: rolling out ship-from-store and buy online, pick up in-store capabilities in 2017 as well as making local store inventory more visible to online shoppers.

“We will expand our online assortment in 2017 to include the vast majority of our in-store assortment, and we will introduce ship from store, which will reduce the cost of shipping and increase product availability,” he said. “We’re also making investments to improve our online search capabilities and provide visibility to in-store product. This visibility will allow us to introduce buy online, pick up in-store functionality, which will make it easier for customers to get what they want when they need it.”

Those omnichannel improvements also include developing new mobile apps for store associates and shoppers to make it easier for both to find the products they want.

“The new apps will also integrate product information including in-stocks, reviews and product specifications, as well as online and in-store project support,” he said. “These enhancements will help new and existing customers complete their projects more easily.”

Michaels does not break out online sales in its quarterly earnings reports or filings with the U.S. Securities and Exchange Commission. Rubin told analysts that online sales grew by double digits in 2016 while accounting for a single digit percentage of the company’s sales, though he didn’t specify further in his remarks.

“Since launching e-commerce in 2014, we have learned much about how customers use online search and purchases to support their personalization and making needs,” Rubin said. “The tactile nature of the (products Michaels sells), the general lack of national brands and a low average item price make it unlikely that e-commerce will grow to be the double-digit penetration of sales as it is for most other retail formats. However, we believe online will be an important complement to the brick and mortar experience and could ultimately grow to be in the mid- to upper-single-digit range of our total sales.”