John Lewis pushes Never Knowingly Undersold via Twitter

John Lewis is boosting its use of social media channels to drive awareness of its Never Knowingly Undersold message in the run up to Christmas.

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The department store chain is using its recently launched Twitter and Facebook platforms to communicate its price match offers with shoppers.

As part of its Never Knowingly Undersold proposition, John Lewis pledges to price match its competitors, even with discount prices.

A spokesperson for the department store group says: “During Christmas there is always an upsurge in competitor promotions. Now we have a different way to communicate the message to customers.”

In the past year John Lewis has revived the 80-year-old Never Knowingly Undersold strapline and made efforts to better communicate the proposition through its advertising.

In April it launched a £6m television campaign which featured a re-recorded version of Billy Joel’s “She’s Always a Woman”, sung by the Guillemots.

It recently launched its Christmas advertising campaign, which attracted criticism for leaving a dog outside in the cold. The complaints were not investigated by the advertising watchdog.

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