John Lewis seeks revival amid fierce online competition

John Lewis, a well-known retail brand, has reintroduced its famous slogan 'Never Knowingly Undersold' after it was temporarily dropped in 2022. The decision to pause the slogan was based on research indicating that only 1% of customers used it to negotiate lower prices. However, a recent survey of 5,000 customers revealed that 75% believed a modernized version of the slogan would enhance their perception of value at John Lewis. This feedback prompted the company to revive the slogan, now emphasizing quality, service, and price. The company has faced significant challenges due to fierce competition from online retailers, which has led to a decline in sales and profits. As a result, the iconic John Lewis Partnership has struggled to maintain its reputation for quality and service, with the partners' bonus award being eliminated amid these difficulties. The organization is now focusing on returning to its retail roots, responding to both staff and customer requests for a renewed emphasis on retailing. Despite the revival of the slogan, John Lewis continues to face the same competitive landscape that contributed to its previous struggles. The firm is determined to adapt and improve its offerings, aiming to reassure customers that they will receive not only competitive prices but also high-quality products and services. The reintroduction of the slogan marks a significant shift in strategy for John Lewis, as it seeks to reconnect with its customer base and restore its standing in the retail market. By addressing the concerns of its customers and enhancing its value proposition, the company hopes to navigate the challenges posed by online competition and revitalize its brand identity.