John Lewis has unveiled its new brand promise ‘For All Life’s Moments’, which replaces its 97-year-old ‘Never Knowingly Undersold’ price pledge.
The new pledge will ‘ensure that we inspire people beyond the big occasions, bringing joy to all life’s moments’
The new customer pledge will be launched on Thursday, and will see a TV campaign, an in-store push, and it will also be on its app.
The change comes after the John Lewis Partnership surveyed its customers, and more than 60% said they shopped ‘for the joy of it’, and the retailer has identified what it calls ‘the moments economy’
Executive Director Pippa Wicks stated “Today marks the first step of our journey to reimagine our business around a powerful insight around the Moments Economy. Customers told us that making the most of everyday moments contributes to their happiness.
“We’re already synonymous with the big occasions, from Christmas to planning a nursery. In rising to the emerging Moments Economy, we’ll become the place that people know they can come to bring a little joy to all of life’s moments, in an affordable way.”