John Lewis has announced it will be matching its prices with 25 other online and store-based retailers with the help of AI technology.

The company will be matching prices with retailers including Boots, Currys, M&S and Next. For the first time, online only retailers including Amazon and AO.cm will be included in the company’s price promise.

From 9th September, the John Lewis will bring back its promise of “Never Knowingly Undersold,” which it abandoned two years ago after customers told the retailer the price promise was too complicated.

Additionally, customers said that the exclusion of e-commerce retailers from the price promise did not reflect their shopping habits.

Following a multi-million pound investment, John Lewis said AI technology will be used to check prices at 25 online and High Street retailers. If the price is lower, they will then be matched by John Lewis.

The retailer said the move gives customers peace of mind that they're getting great value, adding that should customers find a product cheaper at one of the 25 retailers they will get their money back within seven days.

Never Knowingly Undersold is one element of an ongoing investment plan which John Lewis said includes ethical sourcing, improved warranties, store makeovers and enhanced personal service.

Peter Ruis, executive director at John Lewis, said that 100 years ago John Spedan Lewis created the tag line, which defines the brand’s unique position in the retail landscape and highlights why the retailer is special.

“For the past seven months I’ve talked to our customers and our Partners about what John Lewis means to them,” he added. “Today, we’re kick-starting our brand for the next 100 years, the perfect fusion of heritage and British eccentricity blended with radical relevance for the modern customer.”

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