The department store first launched its famous price match scheme in 1925 but abandoned it in 2022, claiming that it was 'no longer enough' and that it applied 'to fewer and fewer sales'.
Just two years later, John Lewis has brought back a 'modernised version' of the scheme. It says the new terms take into account customer feedback that the previous policy was too complicated and didn't reflect online shopping habits.
Here, we explain how the scheme has changed, the retailers with similar promises, and tips for making your price match claim.
Who does John Lewis price match against?
Those who claimed (or tried to claim) with the previous John Lewis 'Never Knowingly Undersold' scheme might notice some changes to how the new price promise works.
Previously, the retailer only offered to match prices with its high street rivals, and didn't match against online-only retailers.
In an attempt to modernise the scheme, the retailer says it will now use AI to price match against 25 leading stores, including some online-only retailers such as Amazon (for electrical products) and Asos.
Other retailers covered by the scheme – which only applies to branded products – include Apple, Argos, Boots, Currys, House of Fraser, M&S, Next and Richer Sounds.
Read more:How do I make a 'Never Knowingly Undersold' claim?
To make a successful claim, you'll need to find a better price for the same product within seven days of your purchase. John Lewis will then refund you the difference.
You can also make a claim if John Lewis drops the price of the item you've bought within this timeframe.
There are a few caveats to keep in mind when searching for a better price, though. For example, the lower-price product must be identical, including the make, size, colour and specification.
It also has to be in stock and ready for delivery with the cheaper store. It can't be reduced to clear, in a flash sale or on a multi-buy offer.
If you think you've got a claim, you need to submit a form, including a screenshot or photo of the lower price and where you found it, and your original order details.
John Lewis says it reviews requests within 48 hours. If your claim is successful you'll receive the money back within five days or, if you paid with cash or a voucher, you'll need to return to a store to receive your refund.
Read more:Which other retailers offer price match schemes?
A number of other big retailers offer price match schemes.
Some people use these schemes so they can shop with their preferred retailer – for example, to benefit from better customer service or guarantees – while paying the lower price offered by a different store.
For tech products and appliances, AO, Currys, Euronics, Hughes and Richer Sounds all price match, alongside John Lewis.
Their policies differ in terms of what products and competitors are included in the scheme, but Which? research in 2022 found that you could save as much as £300 on big-ticket purchases if you shop around.
Some retailers go even further, promising to not only match prices but to beat them.
Richer Sounds will beat cheaper prices by £10 for products between £301 and £1,000, while outdoor retailer Blacks will beat competitors' prices by 10%.
Halfords and eBay also offer price match deals.
Find out more:How to get the most out of price matching schemes
Follow these tips to make a successful claim:
Check T&Cs Use a price comparison siteCheck if the item is in stockCollect evidence swiftlyEnsure you're looking at identical productsThink twice about refurbished modelssource https://www.which.co.uk/news/article/john-lewis-brings-back-never-knowingly-undersold-price-promise-how-to-claim-aqwjJ5F8HdjJ