A spokesperson from said:
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is the only department store with a comprehensive price promise. Never Knowingly Undersold means that we proactively check the prices of tens of thousands of products everyday so our customers can be confident of getting the best possible price on the high street.
“During Black Friday week we reduced over 133,000 prices. We were in the process of price matching the iPod when Mr Freegard emailed us and we completed this twenty minutes after he got in touch. As a gesture of goodwill, we’d be happy to offer Mr Freegard the lower price which was available on our website on Black Friday.
“We change our prices to match national competitors’ shops and websites, however the competitor in Mr Rawle’s case had different prices in its shops and online. While we honoured the price match, we were unable to do this nationally as the competitor did not have one consistent price. The Advertising Standards Agency found that we had done the right thing but we do recognise that pricing can be complicated and we’ll redouble our efforts to make our policy even clearer for everyone.”.