John Lewis is reimagining its Never Knowingly Undersold brand promise to align with how customers shop today. Starting from 9 September, the retailer will match prices in-store and online with 25 major UK retailers, including Amazon, AO.com, and M&S.
To ensure customers get the most competitive prices, AI technology will be used to check prices across 25 brands. If a lower price is found, John Lewis will match it, offering a refund if a customer finds the product cheaper within seven days of purchase. This updated price promise will be supported by John Lewis' biggest marketing campaign.
In addition to price matching, John Lewis remains committed to delivering high-quality products from top brands like Apple, Samsung, and Le Creuset, while expanding offerings in home essentials and fashion. By 2025, all own-brand products will use sustainable or recycled materials.
Photo: John Lewis.
The company is also enhancing customer service, providing a minimum 2-year guarantee on electricals and 25 years on sofa frames, with investments in stores such as a new Oxford Street beauty hall and rooftop café.
Peter Ruis, Executive Director at John Lewis, says: '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.
100 years ago John Spedan Lewis created Britain's most innovative and famous brand mantra. It defines why John Lewis is so special, and its unique position in the retail landscape. For the past seven months I've talked to our customers and our Partners about what John Lewis means to them. Today, we're kick-starting our brand for the next 100 years, the perfect fusion of heritage and British eccentricity blended with radical relevance for the modern customer.'
More information:
John Lewis
www.johnlewis.com
