After facing a relentless decline and fierce competition from online giants, a well-known retail company is reviving one of its most iconic slogans. This move comes as the company seeks to reconnect with its roots and restore its reputation amidst changing market dynamics.
The slogan, dormant for just two years, returns with added emphasis on quality, service, and price. The question now is, can this nostalgic nod to the past help the retailer regain its former glory?
The Enduring Impact of a Timeless Slogan
It’s hard to imagine a better advertising slogan than ‘Never Knowingly Undersold’. This famous phrase, created by the company’s founder in 1925, has stood the test of time. Its resurrection, barely two years after being retired, is a testament to its enduring appeal. The slogan was more than just a catchy phrase; it embodied the company’s commitment to fair pricing, quality products, and exceptional service.
The Origins and Evolution of the Slogan
‘Never Knowingly Undersold’, or NKU as it became known, was not intended for customers initially. It was designed to inspire product buyers to secure the best deals from wholesalers. This strategy effectively capped retail prices and ensured that only the lowest prices were obtained from suppliers. Later, the company realised this phrase could attract shoppers, and it became a successful catchphrase.
Facing Modern Challenges
The cleverness of NKU, which also implied quality and service, became a burden. Delivering on all three promises—quality, service, and competitive prices—proved unsustainable. Something had to give, and it was the beloved slogan that was shelved, albeit temporarily.
A Decline in Mutuality and Morale
As the company reduced its product ranges and experienced a drop in the number of experienced staff, its reputation for quality and service waned. The very survival of the organisation seemed at stake.
Reassessing Core Values
The previous leadership had already made difficult decisions, such as closing down outlets, which now allows the new leadership to build on a streamlined foundation. The company believes that bringing back the slogan will help restore consumer confidence and solidify its position in the market.
Modernising the Old Favourite
The renewed energy within the company is evident. The return of ‘Never Knowingly Undersold’ brings optimism, but whether this will be enough to navigate the complexities of the modern market remains to be seen.
The reintroduction of the iconic slogan ‘Never Knowingly Undersold’ signifies a bold attempt to return to the company’s roots and values. While the challenges are numerous, this move could rekindle its reputation for quality, service, and fair pricing.
Only time will tell if this nostalgic strategy will help the retailer thrive amidst fierce competition and changing consumer habits.