John Lewis Partnership has enjoyed a quick customer response to the return of its 'never knowingly undersold' pledge.
Online and store sales both picking up “aggressively”, according to an interview given to a trade magazine.
Since a series of new ads featuring the slogan launched last month, the John Lewis website received an extra 89,000 visits per day through natural traffic, executive director Peter Ruis told Retail Week.
John Lewis said last month flagged the return of the pledge after it was ditched in 2022, with artificial intelligence used to match prices against 25 rival retailers, including M&S, Currys and House of Fraser, while also applying to online sales for the first time, having just covered in-store items before.
"We’ve seen our best increases in store traffic and store sales in a year in the last three weeks," Ruis said.
As it was just over a three-week period Ruis said he didn't want to "over-egg it", but the reaction was "way more aggressive than we expected".
The new ad campaign featured film and print ads by Saatchi & Saatchi, featuring a John Lewis store window that it said provided "a lens on the past and the future drawing on the best of old and new", with actress Samantha Morton providing a voiceover.
