E-Tailer Customization: Convenient or Creepy?

DMITRI SIEGEL, until last year a marketing executive at Urban Outfitters, thought he had hit on a novel idea to personalize the company's Web site for frequent customers. He would make it easier for female shoppers to peruse women's apparel and for men to concentrate on men's clothing by altering the site's product displays to match a user's gender. It seemed like a no-brainer. [ABSTRACT FROM AUTHOR]