Never Knowingly Undersold (historic price promise)

E636397

customer guarantee marketing slogan price promise price-matching pledge retail policy

Never Knowingly Undersold was a long-standing John Lewis & Partners price-matching pledge that promised customers competitive prices by matching lower prices found at rival retailers.

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All labels observed (3)

Label	Occurrences
Never Knowingly Undersold	2
John Lewis would not knowingly sell at a higher price than competitors	1
Never Knowingly Undersold (historic price promise) canonical	1

How this entity was disambiguated

This entity first appeared as the object of triple T7040038 — resolving that mention is where its identity was fixed. The disambiguator weighed these candidate entities and picked the highlighted one (or “None”, minting a new entity). This is how homonymy is resolved: the same surface form can point to different entities.

NED1 Entity disambiguation (via context triple) gpt-5-mini-2025-08-07

Target entity: Never Knowingly Undersold (historic price promise)
Context triple: [John Lewis & Partners, hasKeyValue, Never Knowingly Undersold (historic price promise)]

A. No Deposit, No Return
"No Deposit, No Return" is a song featured on Sheena Easton's 1988 pop/R&B album *The Lover in Me*.
B. Hard Bargain
"Hard Bargain" is a 2011 studio album by American singer-songwriter Emmylou Harris that blends country, folk, and Americana influences with reflective, autobiographical songwriting.
C. The Price You Pay
"The Price You Pay" is a song by Bruce Springsteen from his 1980 album *The River*, reflecting themes of sacrifice and the consequences of life’s choices.
D. Priceless
"Priceless" is a comedic novel by television personality and fashion icon Nicole Richie that satirizes the glamorous yet chaotic lives of the rich and famous.
E. Priceless
"Priceless" is a 2006 French romantic comedy film starring Audrey Tautou as a gold digger who mistakes a shy hotel waiter for a wealthy suitor.
F. None of above. chosen
G. Unsure - the case is ambiguous/there is not enough information to decide.

NED2 Entity disambiguation (via description) gpt-5-mini-2025-08-07

Target entity: Never Knowingly Undersold (historic price promise)
Target entity description: Never Knowingly Undersold was a long-standing John Lewis & Partners price-matching pledge that promised customers competitive prices by matching lower prices found at rival retailers.

A. No Deposit, No Return
"No Deposit, No Return" is a song featured on Sheena Easton's 1988 pop/R&B album *The Lover in Me*.
B. Hard Bargain
"Hard Bargain" is a 2011 studio album by American singer-songwriter Emmylou Harris that blends country, folk, and Americana influences with reflective, autobiographical songwriting.
C. The Price You Pay
"The Price You Pay" is a song by Bruce Springsteen from his 1980 album *The River*, reflecting themes of sacrifice and the consequences of life’s choices.
D. Priceless
"Priceless" is a comedic novel by television personality and fashion icon Nicole Richie that satirizes the glamorous yet chaotic lives of the rich and famous.
E. Priceless
"Priceless" is a 2006 French romantic comedy film starring Audrey Tautou as a gold digger who mistakes a shy hotel waiter for a wealthy suitor.
F. None of above. chosen

Statements (46)

Predicate	Object
instanceOf	customer guarantee ⓘ marketing slogan ⓘ price promise ⓘ price-matching pledge ⓘ retail policy ⓘ
appliesTo	in-store purchases at John Lewis ⓘ many product categories including electricals, homeware and fashion ⓘ prices of goods sold by John Lewis ⓘ
associatedWith	British department store sector ⓘ United Kingdom retail market ⓘ
beneficiary	John Lewis customers ⓘ
brandingElement	featured in John Lewis advertising ⓘ featured on John Lewis in-store signage ⓘ featured on John Lewis receipts and customer communications ⓘ
comparisonBasis	publicly advertised prices at qualifying rival retailers ⓘ
condition	price comparison must exclude short-term clearance or closing-down sales in many cases ⓘ product must be in stock at the rival retailer ⓘ
coreConcept	John Lewis would not knowingly sell at a higher price than competitors ⓘ linked to: Never Knowingly Undersold (historic price promise)
countryOfUse	United Kingdom ⓘ
endReason	changes in retail landscape and growth of online-only competitors ⓘ difficulty of applying the promise fairly in a complex omnichannel market ⓘ
enforcedBy	John Lewis customer service teams ⓘ
ethicalPositioning	fair pricing ⓘ transparency in pricing ⓘ
feature	exclusions for some categories such as online-only retailers or special promotions in certain periods ⓘ price matching against selected competitors ⓘ requirement that comparison products be identical ⓘ requirement that comparison products be sold under the same terms and conditions ⓘ
language	English ⓘ
marketingRole	to differentiate John Lewis on value and trust ⓘ to support John Lewis’s brand positioning as customer-focused and fair on price ⓘ
notableFor	association with John Lewis’s trust-based brand image ⓘ longevity as a retail promise ⓘ
operator	John Lewis Partnership ⓘ linked to: John Lewis & Partners
promise	to refund the difference if a customer found a lower price elsewhere under qualifying conditions ⓘ
purpose	to match lower prices found at rival retailers ⓘ to reassure customers about price competitiveness ⓘ
replacedBy	a broader focus on overall value and services at John Lewis ⓘ
reputation	one of the best-known retail price promises in the UK ⓘ
sloganText	Never Knowingly Undersold ⓘ linked to: Never Knowingly Undersold (historic price promise)
status	historic policy ⓘ withdrawn ⓘ
timePeriod	20th century ⓘ early 21st century ⓘ
usedBy	John Lewis ⓘ John Lewis & Partners ⓘ