What: John Lewis's revival of Never Knowingly Undersold pledge drives 73% surge in Black Friday interest, supported by £400m logistics investment.

Why it is important: The combination of historic brand promises with modern infrastructure investment shows how legacy retailers can successfully adapt to contemporary market demands while maintaining their core values.

John Lewis has successfully modernised its historic Never Knowingly Undersold price promise, leading to a remarkable 73% year-on-year increase in Google searches for its Black Friday deals. The retailer's strategic approach combines traditional price-matching commitments with contemporary technological capabilities, now covering 25 major competitors including Argos, Boots, Currys, and Amazon. Since early September, the company has implemented 100,000 price reductions, significantly boosting customer interest ahead of the Black Friday period. This pricing strategy is complemented by substantial operational improvements, with a GBP 400m investment in distribution centres at Magna Park and Fenny Lock enhancing logistics capabilities. The latter facility has already demonstrated tangible benefits of GBP 1m through robotics implementation and a 75% increase in storage capacity. Operations Director Naomi Simcock emphasises the company's focus on delivering quality products at competitive prices, positioning John Lewis as a preferred destination for Black Friday purchases through a combination of comprehensive product range and seamless customer experience.

IADS Notes: John Lewis's successful Black Friday performance in November 2024 builds upon a year of strategic transformation in British retail. The revival of the "Never Knowingly Undersold" promise in September 2024 marked a pivotal shift in pricing strategy, driving a 55% increase in daily website visits. This digital evolution complements the retailer's substantial GBP 800 million investment in retail infrastructure announced in October 2024, which has enabled more efficient Black Friday operations through modernised distribution centres. The strategy aligns with the company's March 2024 decision to abandon diversification plans and focus exclusively on core retail operations, a move that has already shown positive results. The transformation of the Peter Jones store into a global flagship further demonstrates John Lewis's commitment to blending competitive pricing with enhanced customer experience, setting new standards for department store operations during peak trading periods.

John Lewis Black Friday searches spike following return of ‘Never Knowingly Undersold’ pledge