Department Store Reimagines Iconic Slogan for the Digital Age

  • John Lewis brings back ‘never knowingly undersold’ promise
  • Price match with 25 retailers including Amazon and AO.com
  • New brand campaign featuring Samantha Morton and Laura Mvula
  • Multi-million pound investment in AI technology for price checking
  • Survey showed 75% of customers want modernized version of promise

John Lewis is reintroducing its ‘never knowingly undersold’ price match promise, two years after it was discontinued. The department store will now compare prices with 25 online and high street brands using AI technology to ensure customers get the best deals in-store and online. A new campaign featuring actor Samantha Morton and music artist Laura Mvula launches on September 19th, celebrating 100 years of the slogan. Following a survey revealing that 75% of customers want a modernized version of the promise, John Lewis has invested millions in simplifying the process. The retailer will match prices from competitors like Amazon and AO.com. Executive Director Peter Ruis says it’s about ‘radical relevance for the modern customer.’

Factuality Level: 8
Factuality Justification: The article provides accurate information about John Lewis bringing back its ‘never knowingly undersold’ price match promise, the involvement of AI technology, and quotes from executives about the decision. It also mentions a new brand campaign and the history behind the original promise. However, it lacks some specific details on how the AI technology works and could benefit from more information on customer reactions to the change.
Noise Level: 3
Noise Justification: The article provides relevant information about John Lewis bringing back its ‘never knowingly undersold’ price match promise and includes quotes from executives discussing the decision. It also mentions a new brand campaign and the use of AI technology for price matching. However, it lacks in-depth analysis or exploration of long-term trends or consequences.
Financial Relevance: Yes
Financial Markets Impacted: John Lewis’s decision to reintroduce its ‘never knowingly undersold’ price match promise may impact the company’s revenue and competitiveness in the market.
Financial Rating Justification: The article discusses a significant change in John Lewis’s business strategy, which can potentially affect their financial performance and positioning compared to other retailers.
Presence Of Extreme Event: No
Nature Of Extreme Event: Other
Impact Rating Of The Extreme Event: Minor
Extreme Rating Justification: There is no extreme event mentioned in the article.

Image source: Smithr32 / Own work

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