John Lewis Marketing Techniques
Never Knowingly Undersold – The Brand’s Philosophy - Product Life-Cycle John Lewis’s commitment to be ‘Never knowingly undersold’ was introduced by founder, John Spedan Lewis in 1925. He intended it as a total trading philosophy, but ‘Never knowingly undersold’ had been allowed to become just a price promise: Christmas
Christmas 2009 became the first test of this new strategy. Christmas is hugely important to John Lewis, accounting for around 40% of sales and 20% of profits. Christmas ads are all celebrities and sparkle, but John Lewis chose to position itself as the home of more thoughtful gifting, celebrating those who put more care into what they choose. John Lewis has a lot of competition, however John Lewis has overcome this problem, and they never unknowingly sold. Edge over competition means when a business is a step ahead of their competitors. John Lewis is a step ahead of their customers because they have put many promotion and offers up they have also put a quote up saying they have never “Unknowingly undersold”. When the products are at the top they are products that are easily noticeable, they can be noticed and purchased by customers. To attract sales John Lewis have made a policy which is price match, if you find a product anywhere cheaper than John Lewis they price match, this can attract sales. They have a large product range; they have televisions to home products. When you but a product from John Lewis, they give a you a free 5 year warranty. John Lewis have large stores all over the UK they have large good looking buildings. John Lewis give excellent customer service they have many different way and they have many services online on their website to make it easier for users to be able to use it. Increased Sales
The way John Lewis increases their sales is by having more shops open around the area, this enables more people to visit the shops and purchase more products. In my opinion their “Never Unknowingly...
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