Good customer service costs money. It takes a lot of thinking through, thorough training and a commitment to ensuring that staff enjoy what they do. Digital channels are clearly a useful addition to the mix and Nike is making it work well although not quite perfectly. Great use of technology is essential but unless it is seamlessly delivered by humans who feel good about hwat they do then it’s all a waste of effort. Nike gets that.
And for that I am certainly willing to pay a premium.