John Lewis has relaunched its ‘Never Knowingly Undersold’ commitment with a modern twist, and will showcase the move with a celebratory new brand campaign starring actor Samantha Morton and Laura Mvula.
The new campaign, which will be launched on 19 September, has been described by John Lewis as its “biggest ever” campaign, and will honour 100 years of the price guarantee.
The retailer scrapped the price guarantee two years ago due to what it described as complications because of people increasingly shopping online.
Following a multi-million pound investment and improved price promise, the updated initiative has used artificial intelligence to check prices at 25 online and high street brands including M&S, Next, Boots and AO.com.
Starting next Monday (9 Septemer), if the price is lower it will be matched at John Lewis and customers will get their money back if they find it cheaper at one of those brands within seven days.
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“100 years ago John Spedan Lewis created Britain’s most innovative and famous brand mantra. It defines why John Lewis is so special, and its unique position in the retail landscape. For the past seven months I’ve talked to our customers and our Partners about what John Lewis means to them.”
“Today, we’re kick-starting our brand for the next 100 years, the perfect fusion of heritage and British eccentricity blended with radical relevance for the modern customer.”
The partnership’s chief executive Nish Kankiwala added: “This is a significant and critical milestone in the modernisation of our John Lewis customer proposition. It represents further evidence of the retail focused transformation of our Partnership and is a very proud moment for our Partners and an exciting prospect for our customers.”