John Lewis has received a remarkable response to the revival of its “Never Knowingly Undersold” pledge.
- The price match commitment was reintroduced after a two-year hiatus, resulting in increased customer engagement.
- CEO Peter Ruis reported significant organic website traffic, with 55,000 additional daily visits.
- The renewed pricing strategy has positively impacted unexpected product categories.
- Innovations such as AI technology play a key role in the programme’s success.
John Lewis has witnessed an exceptional response from consumers following the reintroduction of its well-known “Never Knowingly Undersold” pledge. This decision comes after the company discontinued the promise two years ago, only to see a resurgence in customer interest upon its return.
The reinstatement of the pledge has generated substantial organic traffic to John Lewis’s online platforms, with CEO Peter Ruis noting an impressive increase of 55,000 daily visits. The move has not only elevated sales figures but has also sparked interest across various departments, including categories like own-brand bedding and nursery products, which were not traditionally associated with such promotions.
In an exploration of current market trends, Ruis emphasized the strategic use of AI technology in the company’s modernised approach to price matching. This advanced technology synchronises pricing with 25 major retailers, such as M&S, Next, Boots, and AO.com, ensuring competitive pricing both in-store and online. “We’ve always had really good prices, so this has just sharpened us up in a few areas,” Ruis remarked, underlining the technological shift from former manual methods.
Looking towards future expansions, the revival of the price promise coincides with plans to launch a joint loyalty programme with Waitrose. Chief Executive Nish Kankiwala announced plans for customers to access offers across both the John Lewis and Waitrose brands through online platforms, marking the initial phase of a broader loyalty strategy. This integrated approach aims to create a seamless shopping experience across the two brands, further enhancing customer engagement and retaining market position.
The strategic revival and modernisation of John Lewis’s “Never Knowingly Undersold” pledge showcases a successful blend of traditional values and innovative solutions, aligning with consumer demand.
