John Lewis is set to reintroduce its iconic ‘Never Knowingly Undersold’ price promise next week.
- The pledge was first established in 1925, paused in 2022, and is now reimagined for modern retail.
- Prices across fashion, homeware, beauty, and technology will match 25 competitors.
- The updated policy now includes online retailers like Amazon.
- Customers can apply for price difference refunds within seven days.
John Lewis is reviving its legendary ‘Never Knowingly Undersold’ pledge from next week, aiming to provide unmatched pricing on thousands of products. This initiative, which originally debuted in 1925, was ended in August 2022 but is now being rejuvenated to align with contemporary retail demands. The pledge reaffirms John Lewis’s commitment to offering competitive prices across key sectors such as fashion, homeware, beauty, and technology.
For nearly a century, the ‘Never Knowingly Undersold’ promise solidified its reputation by ensuring customers that they would never pay more for a product than its price elsewhere. Now, the updated policy includes 25 rival retailers such as Marks & Spencer, Next, and Selfridges. Significantly, the pledge now extends to ecommerce platforms, notably including giants like Amazon, broadening the scope of the price promise to encompass the digital shopping sphere.
Consumers will benefit from the revised conditions that allow for a claim on the price difference within a reduced timeframe of seven days, compared to the previous 28 days. This change reflects the pace of today’s retail environment, where quick decision-making is crucial.
Peter Ruis, executive director, has highlighted that the campaign is a part of John Lewis’s ‘largest marketing initiative in history’, representing a substantial monetary investment. The endeavour involves the deployment of extensive marketing efforts, including two-page adverts in print magazines and a new television commercial slated for release on 19 September. This multi-platform approach indicates John Lewis’s dedication to enhancing both its market presence and consumer engagement.
The company recently addressed speculations about potential job cuts, which coincided with this announcement, maintaining that no roles are currently under threat. Financially, John Lewis has shown a marked improvement with a profit increase to £42m in its latest results, reflecting a £120m rise from a previous loss, underscoring the company’s strengthened fiscal health.
The return of the ‘Never Knowingly Undersold’ pledge marks a strategic shift in John Lewis’s approach to contemporary retail.
