John Lewis axes 100-year-old price match promise because shoppers 'don't use it'

John Lewis is ditching its famous "Never Knowingly Undersold" promise to shoppers after almost 100 years.

The famous slogan meant the iconic retailer would match the price of branded products in other shops if a customer found it cheaper elsewhere.

But the policy did not apply to online-only rivals and John Lewis says it no longer reflects how people shop.