2.3.4 Introduction to personalization 

This section introduces personalization which enables automatic content delivery that is customized for each user.

WebSphere Portal implements rule based content delivery through a feature known as personalization. By using personalization, websites can customize content automatically for each user. Personalization can recognize a specific user based on a profile. It can also determine characteristics of a user based on previous purchases, products, or pages viewed and then select content that is appropriate for that profile.

In the case of the River Bend Coffee and Tea Company (River Bend) site, a simple personalization rule is implemented to better illustrate the concept. The personalization rule implemented is based on dates. If the dates for accessing the site are within a range of defined "Summer dates", then the home page illustrates a summer-based image of a refreshing iced coffee drink, as shown in the following figure. If the dates for accessing the site are within a range of defined "Winter dates", then the home page illustrates a winter-based image of a hot coffee drink.