‘Hit a sweet spot’: John Lewis claims ‘buzz’ is back with return of 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 claims a “buzz” is back in store following the return last week of its ‘Never Knowingly Undersold’ price promise, as the retailer says it is on track to hit “significantly higher profits”.
Speaking on the release of the company’s half-year results today (12 September), John Lewis executive director Peter Ruis told Marketing Week propositions, including the return of Never Knowingly Undersold, are already driving positive results, with customers reporting a “buzz” has returned in store.
“The launch of Never Knowingly Undersold was clearly about the fact that customers understood our quality and service proposition, but weren’t as clear on our pricing, especially after we made the pause two and a half years ago,” Ruis explained.
“It was about bringing customers back to understanding the incredible prices and value we offer, and part of a broader strategy around enhancing the value perception of the brand.”
