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The Guardian - UK
The Guardian - UK
Business
Sarah Butler

John Lewis brings back ‘never knowingly undersold’ promise

John Lewis Peter Ruis
John Lewis promotional image with never knowingly undersold slogan
If customers can show within seven days they have found an item at a cheaper price at one of the 25 brands, then they will be refunded the difference. Photograph: John Lewis

John Lewis is reviving its “never knowingly undersold” price promise, which it ditched just two and a half years ago, as part of a marketing blitz as it heads into the all-important Christmas selling season.

The retailer said it would use artificial intelligence tools to match prices both in-store and online for 25 competitors including Marks & Spencer, Boots, Currys, House of Fraser and, on technology only – Amazon – from Monday.

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