May 17, 2017
John Lewis criticised over ‘never knowingly undersold’ promise
John Lewis, which aims to attract British shoppers by matching other retailers' prices while aiming to surpass them on service, has been caught breaking its promise to be "Never knowingly undersold". When a rival is a local rather than a national business, John Lewis' policy is to match prices for customers who ask and make a permanent change to the price tag if the competitor is less than eight miles away. "Never Knowingly Undersold is at the heart of everything we do," John Lewis said in a statement, underlining its commitment to a slogan that was first introduced in 1925. Paula Nickolds, the new managing director of John Lewis, last month said the department store needed to reinvent itself to meet "Profound" changes in the industry as consumers spent more online and increasingly expected shops to double as entertainment venues. Ms Nickolds said she wanted more than half the products in John Lewis stores to be unavailable elsewhere.
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