John Lewis brings back Never Knowingly Undersold price promise in new form
John Lewis has announced that its Never Knowingly Undersold price promise is returning next week after being “reimagined” for how customers shop today.
From 9 September, the retailer will be matching prices in store and online with 25 retailers including the likes of Amazon, AO.com and M&S.
Following a multi-million pound investment, an improved and simplified price promise will use AI technology to check prices against the 25 online and high street brands. If a price is lower, it will then be matched by John Lewis.
Meanwhile, customers will get money back if they find an already purchased product cheaper at one of the 25 brands within seven days.
The Never Knowingly Undersold brand promise was offered by John Lewis for nearly a century but was retired two years ago after customers said it was too complicated. They also complained that the exclusion of online retailers did not reflect how they shop today.
However, John Lewis said a recent survey of 5,000 customers found that three quarters said that a modernised version of Never Knowingly Undersold would improve their feeling of getting good value for money.
Peter Ruis, executive director at John Lewis, 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.”
From 19 September, the return of Never Knowingly Undersold will be supported by John Lewis’ biggest ever marketing campaign, featuring actor Samantha Morton and music artist Laura Mvula.
Nish Kankiwala, the John Lewis Partnership’s chief executive, said: “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.”
