John Lewis has reaffirmed its commitment to customers on “quality products, brilliant service and competitive prices,” with a refreshed brand promise to reflect how customers shop today.
Never Knowingly Undersold is to be reimagined from today (Monday 9 September), giving customers the John Lewis assurance on quality, service and price, with a promise that matches prices in-store and now online with 25 retailers including Amazon (on technology), AO.com and M&S. A new brand campaign will launch nationally from 19 September featuring actor Samantha Morton and music artist Laura Mvula, celebrating 100 years of Never Knowingly Undersold.
The Never Knowingly Undersold brand promise was a hallmark of customer trust in John Lewis for nearly a century. It was paused two years ago after customers highlighted the price promise was too complicated, and the exclusion of online retailers did not reflect how they were shopping.
In a recent survey of 5,000 of the retailer’s customers, three quarters stated that a modernised version of Never Knowingly Undersold would improve their feeling of getting good value for money at John Lewis. Following a multi-million pound investment, an improved and simplified price promise will use AI technology to check prices at 25 online and high street brands. If the price is lower, it will then be matched by John Lewis.
Commenting is Peter Ruis (pictured), executive director at John Lewis.
“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. One hundred 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.”
