The web's personalization promise remains mostly unfulfilled because implementing personalization technology used to be daunting. But the newest technology is more sophisticated than earlier versions and personalization now is a much more relevant option than it was before. With a marker that turns over every nine months, Due Maternity, operators of a web site and four stores that sell maternity apparel, needed a way to engage customers quickly in its web site. It personalizes shoppers' visits by encouraging site visitors to register at the site and providing e-mail updates and content that appeals to expectant parents. It then presents personalized product selections when visitors return to the site. Albert DiPadova, co-founder of the chain with his wife Shannon, will discuss how Due Maternity implemented its personalization program and what it gets out of it.