John Lewis Revives 'Never Knowingly Undersold' Price Promise

The iconic slogan returns with AI-driven price matching and a major marketing campaign to regain customer trust.

John Lewis will match prices with 25 major competitors both in-store and online using AI technology.
The price promise was previously dropped in 2022 due to its perceived irrelevance in the digital shopping age.
Around 30,000 prices will be adjusted in the first week of the relaunch.
The move is part of a broader strategy to improve customer perception and competitiveness.
A significant advertising campaign will support the relaunch, featuring notable voiceovers and music.