Feb 25, 2022
John Lewis to drop ‘never knowingly undersold’ pledge
John Lewis is to scrap its "Never knowingly undersold" price promise this year in favour of a more proactive approach to pricing led by new lower-cost product ranges. Executive director Pippa Wicks said this "Means all our customers can trust they're getting the quality, style and service they expect from John Lewis at great value prices". The price pledge started out in 1925 as a guide for product buyers, allowing them to check local shops if customers said they could buy more cheaply elsewhere. Although fewer than 1 per cent of John Lewis customers made price match requests in 2021, maintaining the pledge has been expensive in recent years as distressed rivals such as Debenhams and House of Fraser resorted to frequent bouts of heavy discounting on branded fashion and beauty products. John Lewis said it had also overhauled its loyalty scheme to offer more personalised offers and rewards.
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