Benetton's United Web has selected and implemented the Blue Martini Customer Interaction System to power its website operations and provide personalised apparel buying services to customers through its site: theEX.IT. By implementing the system, theEX.IT will be able to record registered customers' interests and shopping behaviour, and then provide a more personalised and convenient experience through any customer touchpoint - whether online or bricks and mortar. The advanced content management features provided by the Blue Martini Customer Interaction System help theEX.IT to easily manage and constantly refresh a database of more than 500 products.