This section is connected to the in-store system, allowing you to maintain your own list of "wants", and to view your purchase history, available trade credit, and available points. The login for this section is completely separate from that for the main website.
If this is the first time you have used this part of the site, you will need to set up a password. Click "Forget your password?", then enter your email as directed for a temporary password, which you can change once you log in.