For catalogers, this is only the tip of the iceberg. Certainly not all catalogers can turn their sites into virtual amusement parks, as Alloy has done. But there are myriad ways to engage customers so they’ll buy more of your products. And plenty of ways nobody knows about yet.
You might not have the ammo in actual numbers yet to prove to your CEO or board of directors that investing more in Web 2.0 features is going to yield dividends, but that kind of numerical proof will soon come. Keep educating yourself. You’re in on-the-job Internet grad school now.