John Lewis is to retire its 97-year-old price pledge “never knowingly undersold” on 22 August but has yet to reveal a catchy new slogan to take its place.
The department store chain told customers in an email it will not accept new claims under the pledge from 23 August, instead promising them – rather long-windedly – it is “always knowingly committed to outstanding value”.
Explaining its rationale, John Lewis said it was scrapping the historic pledge to focus on “everyday quality and value”.
A spokesperson for the company said neither of these were its new slogan but a “short term message at point of sale to let customers know about the retirement of ‘never knowingly undersold’, and will only be used for another couple of weeks”.
John Lewis is expected to launch a marketing campaign to kick off its new sales pitch in the coming weeks. In November last year, … Read more