Customers today increasingly use multi-channels of a business and expect a consistent experience among these channels (Wagner, 2005). For larger companies, a consistent experience between channels may require integration of extensive marketing campaigns, customer relationship management systems, and inventory systems (Wagner, 2005). For smaller firms lacking these complex Web site features, efforts should focus on creating a consistent multi-channel image that repeats the distinctive 4E offerings of the business.

Experiential offerings should be repeated through the business’ Web site to attract customers and set up appropriate expectations. For example, if a retailer uses Educational experiences as a competitive advantage in the physical store, the Web site should also offer Educational experiences. Mundt’s Candies in Madison, Indiana (http://www.mundtscandies.com/) is a small retailer that presents the store’s Educational experience on its Web site.  The Educational experience offered by the historical setting and information shared in the store is reinforced on the Web site with content about:

• the history of the company http://www.mundtscandies.com/           
• the history of its signature candy fish http://www.mundtscandies.com/candy.html
• the traditional candy making processes http://www.mundtscandies.com/more.html
• the historical sites of the Madison, Indiana area http://www.mundtscandies.com/flavors.html
• the Historic Landmarks Foundation of Indiana http://www.historiclandmarks.org/

Retail Mundt's Candies: Madison, IN http://www.mundtscandies.com/