Shoppers will be frustrated over changes John Lewis has made to its Never Knowingly Undersold price promise.

Which? raps John Lewis’s new price promise proviso

Shoppers will be frustrated over changes John Lewis has made to its Never Knowingly Undersold price promise.

Which? raps John Lewis's new price promise proviso

So states consumer champion Which?, which says that John Lewis has now made it difficult for customers to claim a refund if they find that something they bought at John Lewis was cheaper elsewhere.

To honour its famous Never Knowingly Undersold pledge, the department store retailer now requires the shopper to match the service and length of guarantees offered by competitors – which is more complicated than a straight comparison of price, according to Which?

For electrical products in particular, this makes it almost impossible to claim a refund, says Which?, as John Lewis usually offers at least a two-year guarantee on these, while most rivals only offer one.

Logos advertising the promise policy now read: “Never Knowingly Undersold on quality, on price, on service”.

Which? shopping expert Sarah Dennis said: “Customers would quite naturally expect any price matching policy to relate to the up-front cost of a product, excluding the value of added extras such as guarantees. As such, we feel that the amended policy will lead to frustration for many shoppers.”

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