Never Knowingly Undersold is to be reimagined, 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 that include Amazon (on technology only), AO.com, M&S and Next.
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. It will be John Lewis’ biggest ever marketing campaign.
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 told the retailer that 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 customers, three quarters of them told the department store 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, simplified price promise will use AI technology to check prices at the 25 online and high street brands. If the price is lower, they will then be matched by John Lewis. The move will see customers given money back if they find the product cheaper at one of the brands within seven days.
“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,” states Peter Ruis, executive director at John Lewis.
“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.”
