John Lewis is set to relaunch its historic “Never Knowingly Undersold” price promise this September.
- The pledge, paused in August 2022, will now include both physical and online retailers.
- Prices of products will be matched with 25 competitors, including major players like Amazon and Marks & Spencer.
- Customers will have a 7-day window to claim refunds for price differences, a change from the previous 28-day period.
- This initiative is part of John Lewis’s substantial marketing campaign, highlighting its unique position in the retail sector.
John Lewis has announced the revival of its long-standing “Never Knowingly Undersold” price promise, which is set to return on 9 September. This initiative marks a significant step in adapting to the contemporary retail environment by incorporating both in-store and online price matches. Originally introduced in 1925, the price promise was paused in August 2022 as it no longer aligned with the modern digital landscape.
The redesigned pledge will compare prices across a wide array of products in fashion, homeware, beauty, and technology sectors, ensuring competitiveness with 25 retailers, including prominent names like Asos, Fenwick, House of Fraser, Harvey Nichols, Marks & Spencer, and Next. This strategic move aims to fortify John Lewis’s commitment to providing value to its consumers.
One key adjustment in the pledge is the reduction of the time allowed for customers to claim price refunds. Previously set at 28 days, the duration has now been shortened to a 7-day window. This change reflects the dynamic nature of the retail market and the need for more immediate consumer engagement.
John Lewis’s executive director, Peter Ruis, emphasised the revamped slogan’s role in enhancing the brand’s unique market position. He stated that the modernisation of the pledge is crucial for connecting with today’s shoppers, noting, “We are reimagining ‘Never Knowingly Undersold’ for how consumers shop today.”
The company has allocated substantial resources for its marketing activities to promote the updated price promise. This includes expansive two-page advertisements in magazines and a new television campaign launching on 19 September. The move represents one of John Lewis’s most significant marketing investments, underscoring its commitment to maintaining consumer trust and engagement.
The revival of the “Never Knowingly Undersold” pledge signifies John Lewis’s adaptive strategy in the evolving retail landscape.
