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John Lewis price promise reaps rewards

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Department store John Lewis says it is starting to see the effects of taking its ‘Never Knowingly Undersold’ promise online.

The retailer announced in September that it was to apply the famous price matching pledge to its online sales. In the week to November 13, the company reported online sales up 30% on the same time last year.

Radios, games and SLR cameras were selling particularly strongly, it said.

Elsewhere, the retailer said that the Christmas Shop was seeing early strong sales, which were hitting “unprecedented levels for this time of year.” Across John Lewis, sales rose by 11.5% week on week and 6.8% on the same week last year to £76.93m.

Andy Street, managing director of John Lewis, said: “These figures demonstrate that we are outperforming our competitors. They give continued confidence that John Lewis’ strong and innovative products, customer service and price matching will ensure our position as market leader on the high street over the festive season.”

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