From Monday [09 September 2024], John Lewis’ Never Knowingly Undersold pledge returns, with a promise to match prices in store and now online with 25 retailers including Amazon (on technology), AO.com and M&S.
It follows a recent customer survey, in which three quarters of 5,000 shoppers called for a modernised version of Never Knowingly Undersold. Customers reported such an offering would improve their feeling of getting good value for money at John Lewis.
“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,” said 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.”
A company profile in the first RetailX UK 360° report looks at how John Lewis has invested heavily in omnichannel retailing and on the retail experience.
In its latest full-year, 53% of its customers bought through digital channels, including its mobile app. The retailer has reduced store numbers to 34 – down from the 51 stores it had before the Covid-19 pandemic – while increasing the number of collection points to 13,000 by including branches of sister supermarket Waitrose.
In its full year strategy update, the John Lewis Partnership said it would invest £542mn on modernising technology, refreshing its shops and simplifying the way that it works. At John Lewis, it will invest in new brands – both its own and third-party brands – as well as in customer service.
That online investment is set to see improvements to navigation and more personalised product recommendations. JLP is also investing in staff training and development in order to offer “a differentiated experience for customers.”
Read the full John Lewis company profile, authored by Chloe Rigby, in the RetailX UK 360° report. Argos, Asos, Currys, Marks & Spencer, Schuh, Screwfix and Tesco are also profiled.
While the wider report offers a briefing on the UK market as a whole, how shoppers buy and want to buy, the retailers, brands and marketplaces that are succeeding in this market, and the services that the most successful provide to their customers.
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research, click here to subscribe to the FREE newsletter sent straight to your inbox and why not follow us on LinkedIn to receive the latest updates on our research and analysis.
