John Lewis is rejuvenating its famed ‘Never Knowingly Undersold’ promise, two years after its discontinuation.
- This initiative marks a strategic move under the new leadership of Peter Ruis, aimed at reinstating John Lewis’s unique market position.
- The revised promise incorporates cutting-edge AI technology to ensure competitive pricing against 25 major retailers, including online platforms.
- A robust marketing campaign and comprehensive store improvements are underway to support this relaunch.
- The retailer is investing significantly in technology and staff to enhance service delivery and operational efficiency.
John Lewis has reinstated its popular ‘Never Knowingly Undersold’ price promise, a move spearheaded by newly appointed Executive Director Peter Ruis. This marks a significant strategic decision to bring back the essence of John Lewis’s brand, which focuses on quality, service, and competitive pricing. Ruis emphasises that this promise is a return to the company’s core values while integrating modern technological advancements.
The updated pledge employs advanced AI technology to dynamically match prices with 25 leading competitors, including online giants like Amazon and Asos. This shift addresses past concerns when the lack of advanced tools led to inefficiencies and confusion among staff regarding price tracking in a predominately pre-digital marketplace.
Ruis acknowledges the complications faced when the price promise was initially removed, noting consumer perceptions of heightened prices despite this not being uniformly true. To alter this perception, John Lewis has adopted Quicklizard’s AI technology, facilitating real-time price adjustments, thus offering customers more dynamic and competitive pricing progressively.
This promise revival is bolstered by what the company describes as its most extensive marketing campaign ever. The campaign underscores John Lewis’s century-old legacy while looking toward a future of innovation and customer satisfaction. Ruis shares that the initiative aligns with a significant investment plan amounting to £542 million, aiming to strengthen both the John Lewis and Waitrose brands.
Investments are not limited to pricing strategies alone; they extend into physical store enhancements, with over 650 improvements planned across the estate. Focus areas include a revamped beauty section and expanded technology departments, alongside a new AI-driven approach to product offerings. Additionally, improved in-store technology such as digital headsets and mobile printing devices aims to enhance staff efficiency and customer service.
Notably, the company is focusing on restoring its level of in-store service by recruiting more staff and deploying advanced technology to streamline operations. This includes new shipping methods that seamlessly integrate in-store and online experiences, ensuring a smooth purchasing journey for customers. Ruis articulates a clear vision for John Lewis, blending traditional elements with innovative practices to remain relevant in today’s competitive retail landscape.
The comprehensive efforts to revitalise ‘Never Knowingly Undersold’ reflect John Lewis’s commitment to blending tradition with innovation to maintain its competitive edge.