John Lewis has doubled down on its promise to deliver quality, service, and competitive prices, adapting its iconic “Never Knowingly Undersold” pledge for the way customers shop today. Starting from 9th September here, the price match guarantee will now include both in-store and online shopping, with AI technology helping to match prices from 25 major UK retailers like Amazon, AO.com, and M&S.
In a move to ensure customers always get the best deal, thousands of products will be price-matched, providing peace of mind with money back if a lower price is found within seven days at any of the competing retailers. This revamped price promise comes as part of a larger, multi-million-pound investment into enhancing the shopping experience at John Lewis, and the retailer’s largest-ever marketing campaign will support it.
The modernized “Never Knowingly Undersold” promise reflects customer feedback, with 75% of surveyed shoppers saying it would improve their perception of value at John Lewis. Alongside this update, customers can expect the same top-notch service and a diverse range of high-quality brands, from Apple and Samsung to Le Creuset and Barbour.
Peter Ruis, Executive Director at John Lewis, expressed excitement about reimagining the brand’s core promise for the 21st century, blending the retailer’s rich heritage with modern innovation. Meanwhile, CEO Nish Kankiwala described this as a critical step in the transformation of John Lewis, ensuring it remains a leader in the UK retail space for years to come.
With a renewed focus on affordability, quality, and unbeatable service, John Lewis is setting the stage for its next chapter, ensuring customers can continue to shop with confidence, whether in-store or online.
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Key points:
- The brands being matched are: AO.com; Amazon (on technology); Apple; Argos; Asos; Boots; Currys; Dunelm; Dreams; The Entertainer; Fenwick; Flannels; Furniture Village; Harrods; Harvey Nichols; Heal’s; House of Fraser; Lakeland; M&S; Mama’s and Papa’s; Next; Richer Sounds; Selfridges; Smyths Toys and Space NK.
- The price promise will be supported by a dedicated John Lewis team who will support customers with a refund mechanism if they find better prices at our 25 major competitors, or if we drop our price within seven days of purchase.
- Never Knowingly Undersold was launched publicly in their Peter Jones shop in Sloane Square in London in 1925, before rolling out to our other shops in 1926 as a promise of great value to customers. When it was first introduced, the concept was revolutionary, setting John Lewis apart as a retailer that prioritised customer trust and fairness over profit margins.
Confirmation of the news here
