John Lewis has introduced the return of its “By no means Knowingly Undersold” worth pledge from Monday, two years after abandoning it because the division retailer reaffirms its dedication to high quality merchandise, sensible service and aggressive costs.
The British retailer will worth match its merchandise in-store and on-line to these throughout 25 main retailers, together with Marks & Spencer, NEXT, Boots, Amazon, Fenwick, Selfridges, Flannels, and extra.
As a part of this, the worth promise might be powered by AI know-how to observe costs on the varied on-line and excessive road manufacturers.
The relaunch might be supported by John Lewis’ “greatest ever advertising marketing campaign”, which is able to launch nationally from 19 September, that includes actor Samantha Morton and music artist Laura Mvula, celebrating 100 years of By no means Knowingly Undersold.
It comes after the retailer has been trying to win again clients after a difficult few years that has seen it lower jobs and shut a number of shops.
It returned to revenue earlier this yr, however lately confirmed it will lower 153 roles as a part of its restructuring and development plan.
The choice by John Lewis’ new boss Peter Ruis to reinstate the worth pledge marks a change of route from his predecessor.
The By no means Knowingly Undersold promise was an indicator of buyer belief in John Lewis for practically a century.
It was paused two years in the past after clients instructed the retailer that the worth promise was “too sophisticated” and the exclusion of on-line retailers “didn’t replicate how they had been buying”.
Nevertheless, in a latest survey of 5,000 clients, three quarters instructed John Lewis {that a} modernised model of By no means Knowingly Undersold would enhance their feeling of getting good worth for cash at John Lewis, prompting its return.
Peter Ruis, Govt Director at John Lewis, stated: “We’re reimagining By no means Knowingly Undersold for a way clients store at this time – providing nice high quality, service and costs in retailer and on-line – and re-starting the dialog as to what it means to Stay Knowingly within the twenty first century.
“100 years in the past John Spedan Lewis created Britain’s most modern and well-known model mantra. It defines why John Lewis is so particular, and its distinctive place within the retail panorama.
“For the previous seven months I’ve talked to our clients and our Companions about what John Lewis means to them. At the moment, we’re kick-starting our model for the subsequent 100 years, the proper fusion of heritage and British eccentricity blended with radical relevance for the trendy buyer.”
