The John Lewis Partnership executive who has led the retail group’s reprise of its Never Knowingly Undersold price promise is stepping down after three years to take up an unspecified role which she has described as a job “which is a personal passion”.
Customer director Charlotte Lock joined the business in March 2022, having spent two years at Co-op as a director of its data and loyalty teams and also held several roles during an eight-year spell at the BBC.
Never Knowingly Undersold had been in use since 1925 but back in September 2022 the retailer replaced it with “For All Life’s Moments” in an effort to modernise the company’s appeal. However, chief executive Peter Ruis said the move had led shoppers to lose faith they were getting the best value.
The overhaul was tested on 7,000 customers, with 63% saying they were more likely to buy from the department store as a result.
Lock has shared on LinkedIn that she is leaving but has not provided any details. She said: “For now, I want to thank the talented JLP Customer team, fellow partners (past and present) and agencies for your friendship and support over the years.
“It’s been a privilege and I’m so proud of all we have achieved together. I wish you all every success and happiness.”
A John Lewis Partnership spokesperson said: “Over the last three years, Charlotte has made a significant contribution to our business. Under her Customer leadership, we have grown customer numbers, our loyalty programmes, our net promoter scores and brand and customer satisfaction metrics.
“Charlotte led the relaunch of our JLP brand identity and John Lewis brand promise; introduced distinctive shop and online propositions; drove the growth of our retail media business; as well as leading our Christmas campaigns.
“We would like to take this opportunity to thank Charlotte for her dedication and contribution to the transformation of JLP and wish her all the best for the future.”
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