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Published
Feb 25, 2022
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John Lewis drops tagline, adds new quality, value pledge

Published
Feb 25, 2022

John Lewis is pledging £500 million of investment in a ‘Quality & Value’ drive as shoppers become more cost conscious this year.


Pippa Wicks, executive director of John Lewis Partnership


The shift in focus will see its near-century-old ‘Never Knowingly Undersold’ customer reassurance pledge being scrapped.

“Never Knowingly Undersold is no longer enough to assure trust because it applies to fewer and fewer sales as shopping moves increasingly online, and isn’t applicable to online-only retailers,”the UK retail giant said. 

“So, we’re replacing it with a new approach, which all of our customers can trust because it applies to however and wherever you shop - in store or online”, it added.

The new banner of ‘Everyday Quality & Value’ means “all John Lewis customers will benefit from great prices everyday - without having to shop around. 

“We will more proactively lead on great value, rather than reacting to other retailers’ price changes. 

It noted the £500 million investment in value is 25% higher than the amount it spent on keeping prices affordable last year.

Its founding philosophy of treating customers fairly remains. However, it said shoppers can be reassured that it will continue to monitor other retailers’ prices “especially on products that matter most to them… regardless of whether they’re buying online or in-store”. 

Its customers will also see “better and more personalised offers and rewards” through the ‘My John Lewis’ loyalty scheme.

Pippa Wicks, Executive Director of John Lewis, said: “Customers are tightening their belts and we’re responding so John Lewis is more affordable for every customer, every day whether shopping in-store or online.  

“Never Knowingly Undersold has been a cherished sign of trust for John Lewis for a century but it doesn't fit with how customers shop today as more purchases are made online.”

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