Department store group John Lewis has reported a surge in interest in its Black Friday deals following the return of the Never Knowingly Undersold price promise.
The retailer said there has been a 73% year-on-year increase in Google searches for John Lewis Black Friday deals “making it one of the top searched retailers in the UK”.
John Lewis reintroduced its famous price pledge in early September as part of boss Peter Ruis’ turnaround programme. The updated commitment applies to 25 big competitors including in key categories such as Argos, Boots, Currys and online giant Amazon.
John Lewis said it has made 100,000 price reductions since the beginning of September, which has “turbocharged” shopper interest ahead of the Black Friday promotional extravaganza.
John Lewis goes into this year’s Black Friday period better set up logistically. It has invested £400m in its Magna Park and Fenny Lock distribution centres. At the latter, for instance, the use of robots has resulted so far in £1m of “tangible benefits” and a 75% increase in storage capacity.
John Lewis operations director Naomi Simcock said: “Customers are increasingly looking for quality products at attractive prices. Our ambition is to establish John Lewis as the retailer of choice for Black Friday purchases. We’re optimistic that our combination of outstanding range and seamless customer experience, supported by our modernised Never Knowingly Undersold price promise, will help us to achieve this.”
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