"Online sites are finally realizing they need to keep their customers," says Guy Miasnik, chuckling. "We work with these sites to figure out exactly how to do that."

The founder of San Francisco-based @hoc, Miasnik seems to have determined that one way is through a customized toolbar. Not exactly a mind-blowing technological achievement, but if the recent stats from the company's beta test are any indication, he's right.

@hoc provides company's with a "one-click activated" toolbar they can offer on their Web site, which, when activated by the click of a mouse, brands a user's browser based on the company's specifications. Branded browsers, often referred to as "skins," are nothing new to the online space, but @hoc takes the service a bit further, adding diverse content personalization, company alerts, and demographic analysis.

"We work with sites to target their existing users," says Miasnik. "We look at what information is being used most, and we help bring those users back to that information."

Once activated, @hoc's technology places a second toolbar beneath the traditional interface on Netscape or Internet Explorer. The addition typically includes a company's logo, an instant search tool (specifically for searching that company's site, regardless of where the user is surfing), customized links, and even an alerts button.

"Companies with @hoc toolbars can feed users information through the alerts button," explains Miasnik. "The company goes to a personal page on @hoc's site, fills out whatever alert they want to send through a very simple form, and then that alert gets sent to every user with that company's browser. The alert button lights up when an alert is waiting to be read.

Once activated, users can further customize the toolbar to their own liking, adding and removing links, etc. But even just the initial branding appears to markedly benefit the first run of companies using the technology.

"During a recent beta test over three months we saw repeat visits more than double," says Miasnik. "They went as high as 118% for some companies."

Aside from branding, @hoc also enables companies to follow, on an aggregate level, the surfing habits of users once they leave a company's site. Wired News, for example, one of @hoc's first clients, could see which competing content plays had the biggest share of its readers, and adjust its design or marketing plan accordingly.

"This is a very dynamic service," says Miasnik. "It really helps a Web site establish a better relationship with its users."

Admittedly, some argue that customization services like @hoc's are only a value-add for existing company faithfuls. Sans additional offerings, it is doubtful that any user would choose to brand their browser with a company whose services they rarely utilize. Nonetheless, since its July launch 20 sites have signed up to offer the @hoc toolbar, including CBS MarketWatch, VerticalNet, and abcNEWS.com.