John Lewis brings back ‘never knowingly undersold’ promise

John Lewis has announced it is to bring back its ‘never knowingly undersold’ price match promise just two years after it was originally scrapped.

The department store chain said ‘never knowingly undersold’ is to be “reimagined” from next week (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 be launched nationally from 19 September, featuring actor Samantha Morton and music artist Laura Mvula, celebrating 100 years of never knowingly undersold.

The brand promise was a hallmark of customer trust in John Lewis for nearly a century.

It comes after John Lewis said in a recent survey of 5,000 customers, three quarters of them told it 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, they will then be matched by John Lewis.

Peter Ruis, executive director at John Lewis, said: “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.”

Nish Kankiwala, JLP chief executive, added: “This is a significant and critical milestone in the modernisation of our John Lewis customer proposition. It represents further evidence of the retail focused transformation of our Partnership and is a very proud moment for our Partners and an exciting prospect for our customers.”

Sharon White, JLP chairman, said: “Now is the right time for Never Knowingly Undersold to return in a form that will resonate with customers whether they’re shopping in store or online. I’m delighted that Peter and his team are reinvigorating the John Lewis promise to our customers for the 21st century and I am excited to see the brand go from strength to strength, today as chairman and in future as a customer.”