JL: Good afternoon, you're through to John Lewis Direct, (name) speaking, how can I help?
Mktg: Hi, I'm calling about the 'Never knowingly undersold' promise online - I'm slightly confused about how this works. I understand that there is a rule where I can't compare prices with Amazon and John Lewis online?
JL: Yes ma'am, that's the case.
Mktg: Why is that?
JL: We only price-match with stores that have high-street stores. Amazon is a virtual store, ma'am.
Mktg: OK. Can you explain this 'bricks and clicks' phrase to me?
JL: Well ma'am, it means that we match prices with brands that have a high-street store and a virtual one. For example, Currys or Dixons.
Mktg: So if I were to buy a television from Dixons or Currys, I would be able to ...
JL: Price-match, yes.
Mktg: I've been told that I can't match the price for electrical goods from Dixons and Currys.
JL: You can match them because both have high-street and electrical stores. There have been cases where that has been done.
Mktg: That's good to know. I was worried because I read somewhere that Dixons was wiped out of the deal, and I know that Dixons owns Currys and PC World, which would make price-matching electrical goods quite difficult.
JL: All I can advise is that you can put in a price-match claim even before you purchase the item, and we'll let you know within 24 to 36 hours if we can match that price.
Mktg: Is it possible to ask someone about whether I can price-match with Dixons and Currys?
JL: We don't have a direct line for the Never Knowingly Undersold team, so the best thing to do is submit your price-match claim if you have seen an item, or I can raise a query to that department and they can get back to you. Would that be OK?
Mktg: OK, thanks.
JL: Thank you too, ma'am.
The call-handler was unfailingly professional and patient, but it remains a confusing topic. Most consumers still consider Dixons to be a traditional bricks-and-mortar retailer, and the call-handler failed to clarify which Dixons Group retailers it would price-match with and which it would not.