Further to my post below I was out and about this morning in central London, in and amongst the shops. House of Fraser and Debenhams are both promoting their sales through point of sale throughout the stores and in the shop windows. However, John Lewis aren’t. Amongst certain lines (in my case Levi’s) they use small point of sale notating something on the lines of “Today we are offering 20% off of all Levi’s products in reaction to competitors offers”.
This tactic by John Lewis shows / positions them as a retailer that does not discount to drive custom and revenue, but more so cares about the customers and wants to offer them a good deal instead of charging them more than competition.
John Lewis are aware of the impact that discounting can have on a brand and they are conscious that they need to be clever and innovative with their messaging in order to position themselves differently and at more of a premium than their competitors, and give themselves competitive advantage.