John Lewis brings back 'never knowingly undersold'

Published On Sep 5, 2024, 8:02 AM

John Lewis is reinstating its 'never knowingly undersold' price pledge starting Monday, marking its first application to online sales while utilizing AI to compare prices from 25 major competitors. This move comes after a challenging period for the company, which includes job cuts and store closures, as it aims to regain customer trust and boost sales. The managing director, Peter Ruis, believes advancements in technology make the price promise more viable now than in 2022, although analysts remain uncertain about its overall impact on profitability or customer acquisition.