John Lewis Never Knowingly Undersold

If John Lewis is truly "Never Knowingly Undersold", shouldn't it change the price for EVERYONE as soon as one customer points out a better deal? People could still potentially be buying the Nexus 7, for example, for £200. Just a thought ;)

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JanSt / MOD  Mar. 14, 2014 at 13:18

Yes. Also: I have no idea what you're talking about :P

spruceyb  Mar. 14, 2014 at 14:25

John Lewis are wack! They'll try and get out of price matches often too by saying that "Never Knowingly Undersold" applies to more things than the price.

They should match the price for everyone but at the end of the day they are a business and are happy to take the extra money from those people who don't know of the cheaper prices.

I've sworn of using John Lewis after some bad experiences with them.
The last being a Nook that I ordered was told it would be ready for collection from Waitrose in 2 days after 2pm. When I showed up there was nothing there and no indication of me ever placing an order (despite having confirmation on my phone). EMailed them and took 2 weeks to get back to me about it, then a week later I had a phone call from them telling me they ran out of stock and would I like to wait another few weeks to see if they can get any. I'd already got 2 from other retailers by then.

matt101101 / MOD  Mar. 14, 2014 at 14:29

No, they don't have to and shouldn't have to. "Never Knowingly Undersold" is too non-specific for them to have any obligation to their customers due to the use of the phrase.

Strictly, "undersold" is merely the past tense version of "undersell", which means to sell something at a lower price than others sell it for. Therefore, JL's "Never Knowingly Undersold", really means "Never Knowingly sold for a lesser price than our competitors". Their slogan might sound fancy, but in reality it means absolutely nothing useful at all to consumers.

Undersold's second meaning relates to marketing things. For example you can undersell yourself by making yourself sound less impressive than you really are; on a CV or at a job interview, for example. Using this definition, JL's slogan merely means they never fail to sufficiently market their products. Again, this is of absolutely no use to the consumer.

I'm pretty sure JL's slogan would qualify as "mere puff" in a legal sense. A principle which the CoA confirmed in Carlill v Carbolic Smoke Ball Company, if you're interested.


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