John Lewis has reaffirmed its commitment to customers on quality, service and price.
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 this 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 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 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 said 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. 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.
Never Knowingly Undersold is one element of a comprehensive ongoing investment plan, including:
Price
Price matching – bringing prices on branded goods into line with the online and bricks-and-mortar retailers.
Reimagining the old price promise for the modern age with simpler T&Cs, and the inclusion of online-only players such as Amazon (for Technology) and AO.com.
Prices to suit a range of wallets.
Quality
The best of the best under one roof – a unique selection of the best picks from the top brands, chosen for being the outstanding producers in their field: Apple, Samsung, Charlotte Tilbury, LOEWE, Tempur, Le Creuset and Barbour, among many others.
Reinvigorate the Home offer – the heartland categories will lead the market with stylish products for every taste, underpinned by a quality assortment of everyday essentials.
A high bar in ethical sourcing and technical standards, with a commitment to using only sustainable or recycled cotton, cashmere and timber in our own brand products by 2025.
Service
To maintain its number one position in retail customer service John Lewis is continuing to invest, with more partners where customers need them the most.
Leading guarantees and warranties with a minimum 2 year guarantee now included on all electricals at no extra cost.
Investment in stores with new propositions, including new Oxford Street beauty hall and rooftop cafe; and major upgrades to High Wycombe and Cheadle stores.
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, the John Lewis Partnership’s chief executive, said:“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, the John Lewis Partnership’s chairman, added: “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.”
