John Lewis Partnership has said its ‘never knowingly undersold’ pledge will return just two years after being ditched.
Branding the commitment previously “not fit for purpose,” John Lewis said the scheme would return and use artificial intelligence to match prices against 25 rival retailers.
This will also apply to online sales for the first time, having just covered in-store items before being axed in 2022.
Managing director Pete Ruis pointed out staff had been relying on pencils and spreadsheets under the old system to track peers’ prices.
He added: “What we are doing now, and what the technology is enabling us to do, is really different, and customers will see the benefit of that.”
Branded products will be covered by the promise, which will see John Lewis match prices against the likes of Amazon, ASOS, Boots, Currys, House of Fraser, M&S and Next.
John Lewis added the move would coincide with its biggest marketing investment to date, which will see a new advertising campaign launched on Monday.
This comes as John Lewis looks to attract customers after having cut staff and closed some stores in recent years.