John Lewis & Partners plans to relaunch its Never Knowingly Undersold pledge from next week (Monday 9th September), promising customers an 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 – plus Argos, Dunelm, Dreams, Fenwick, Furniture Village, Harrods, Heal’s, House of Fraser and Next, among others.
A new brand campaign will be launched nationally on 19th 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," states the partnership. "It was paused two years ago after customers told us the price promise was too complicated and the exclusion of online retailers did not reflect how they were shopping.
"In a recent survey of 5000 customers, three quarters of them told us 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 utilise 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, states the retailer: "The move gives customers peace of mind that they're getting great value – with money back if they find it cheaper at one of those 25 brands within seven days.
"This gives customers assurance across thousands of branded items whether shopping in-store or online. The new Never Knowingly Undersold will be supported with John Lewis’ biggest-ever marketing campaign.
John Lewis also promises a broader range of prices "to suit a range of wallets", and "a unique selection of the best picks from the top brands". John Lewis is poised to reinvigorate its Home offer, stating: "Our heartland categories will lead the market with stylish products for every taste, underpinned by a quality assortment of everyday essentials. It has also pledged to set a high bar in ethical sourcing and technical standards, with a commitment to using only sustainable or recycled cotton, cashmere and timber in its own-brand products by 2025.
The retailer says it will invest in "more partners where customers need them the most, like personal stylists available on the shop floor without appointment, and any partner able to get you to an expert quickly using digital headsets – which are already seeing improvements in customer satisfaction scores", plus leading guarantees and warranties with a minimum 2-year guarantee now included on all electricals, five years on TVs, and 25 years on John Lewis & Partners sofa frames, at no extra cost.
Store investment will include a new Oxford Street beauty hall and rooftop cafe, and major upgrades to the High Wycombe and Cheadle stores, connecting shop and online distribution with, for example, ‘ship from store’, so it can maximise availability for customers.
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 restarting 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, John Lewis Partnership’s chief executive, adds: “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, John Lewis Partnership’s chairman, concludes: “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.”
The price promise will be supported by a dedicated team which will support customers with a refund mechanism if they find better prices at any of 25 major competitors, or if the retailer drops its price within seven days of purchase.
