John Lewis has killed off its “Never Knowingly Undersold” promise to customers after the shop said that the rise of online retailers such as Amazon had pulled the rug from underneath the pledge.
The business said that the promise – which one expert dismissed as a “psychological sop” – is from a different era and will be retired this summer.
The promise was that John Lewis would match the price of branded products in other shops if a customer pointed out they could find it cheaper elsewhere.
