Department store group John Lewis has angrily hit back at today’s media speculation which claimed it was considering ditching its Never Knowingly Undersold (NKU) proposition.
The retailer was moved to reaffirm its commitment to always matching competitors’ prices after an article in today’s press suggested otherwise.
According to the Daily Telegraph, John Lewis Marketing Director Craig Inglis recently made “off-the-cuff comments” hinting that the company is set to target new customer markets outside its traditional middle-class appeal and hinted that NKU could be dropped.
Retail Director at Andrew Murphy firmly denied the report, saying that investment in NKU “has never been greater”.
“I categorically refute the suggestion in today’s Daily Telegraph that we are in any way reconsidering our Never Knowingly Undersold commitment,” he explained.
“Moreover, I would absolutely stress that John Lewis Marketing Director, Craig Inglis, did not in any way suggest that we were.
“On the contrary, we are delighted that the heightened profile of our NKU promise in our marketing activity has been so positively received by our customers who appreciate that we are investing millions of pounds in providing this valuable benefit to them.”
Over the last year John Lewis has launched a number of successful TV adverts, each highlighting its NKU promise.
In November the retailer rolled out an ad featuring a cover version of the Elton John hit single Your Song, performed by rising star Ellie Goulding, which helped increase sales at its department stores in the build-up to Christmas.
Today’s statement firmly suggests that John Lewis will not be changing its headline marketing message any time soon.