The relaunch of Never Knowingly Undersold contributed to a six-point increase in the brand’s Net Promoter Score and better value for money perceptions, the business says, as it reports strong profits.
Charlotte Lock spent three years as pan-partnership customer director at the business. It is not yet known who will take on leadership of the marketing function.
The retailer put its products, flagship store and a family focus at the heart of its Christmas ad, which has seen its best score for potential effectiveness since 2019.
Describing the retailer as having been “dormant for a few years”, customer director Charlotte Lock says John Lewis is “back” with a Christmas ad celebrating its stores.
The product-focused ad looks to reinforce value perceptions, highlighting key gifts to buy over the Black Friday trading period.
John Lewis plans to capitalise on recent successes in beauty by revamping its beauty halls across its stores – as executive director declares the “buzz” is back.
Marketing leaders from John Lewis, EY and NatWest share what they think is, and isn’t, necessary to unlock hidden opportunities in marketing.
Kantar’s latest data suggests the recent John Lewis ad is landing with shoppers, but not with those unfamiliar with the brand.
The retailer turns to its archive for inspiration for its largest marketing campaign to date, celebrating the return of the ‘Never Knowingly Undersold’ price pledge.
The retailer says the return of its ‘Never Knowingly Undersold’ pledge has resulted in 55,000 extra organic visits to the John Lewis site.
John Lewis has made its biggest-ever investment in marketing as it seeks to redress value perceptions about the brand, and relaunches its ‘Never Knowingly Undersold’ promise.
After retiring the price matching promise two years ago, John Lewis is bringing it back in a new format, now making it available in-store and online to reflect “how customers shop today”.
Understanding your brand’s history and heritage is essential to successful brand management. Take your cue from your Latin marketing peers and respect the past in order to build for the future.
The retailer claims value is still at the ‘centre of its gravity’, while work on a proposed pan-partnership loyalty scheme continues.
This year’s Christmas ad featuring Snapper the Venus flytrap has achieved John Lewis’s highest effectiveness score since 2020, according to System1; however, the ad has failed to land in the top 10.
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