John Lewis is bringing back its ‘Never Knowingly Undersold’ price promise two years after it was scrapped, as it reaffirms its commitment to quality products, brilliant service and competitive prices.
Starting from Monday (9 September), the department store will price match its products in store and online to those across 25 major retailers, including M&S, Next, Boots and AO.com.
The “reimagined pledge” will use AI technology to check prices at online and high street brands, it said.
The relaunch will be accompanied by what John Lewis dubbed its “biggest-ever” brand campaign to mark the return of price promise and to celebrate 100 years of ‘Never Knowingly Undersold’.
The return of ‘Never Knowingly Undersold’ is the first major move by the retailer’s newly appointed executive director Peter Ruis, who joined the business in February.
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Ruis said: “We are reimagining Never Knowingly Undersold for how customers shop today – offering great quality, service and prices in store and online – and re-starting the conversation as to what it means to Live Knowingly in the 21st century.
“100 years ago John Spedan Lewis created Britain’s most innovative and famous brand mantra. It defines why John Lewis is so special, and its unique position in the retail landscape.
“For the past seven months I’ve talked to our customers and our partners about what John Lewis means to them.
“Today, we’re kick-starting our brand for the next 100 years, the perfect fusion of heritage and British eccentricity blended with radical relevance for the modern customer.”
The Partnership’s chief executive Nish Kankiwala added: “This is a significant and critical milestone in the modernisation of our John Lewis customer proposition.
“It represents further evidence of the retail focused transformation of our Partnership and is a very proud moment for our partners and an exciting prospect for our customers.”
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