John Lewis, one of the leading chains of department stores in the UK, is set to become the first UK department store to adopt a minimum two-year guarantee on all it electrical products. Other major department stores such as Currys have stayed with their standard one-year guarantee on their products.

John lewis’s decision to adopt a two-year warranty policy reflects its intentions in establishing a strong value proposition within the UK market. Whenever people think of the terms security , long term use and reliably in terms of any electrical appliance, ‘John Lewis’ will be department store that first pops into their minds. Through this strategy, John Lewis is also able to close the gap between costumer and seller. This is because the cosutmer is not only impressed with John Lewis innovations in costumer service but they are also confident that for a long time period, his/her damaged or malfunctioning product will be fixed or replace.

In light of the current financial crisis, John Lewis has been able to do enough research and forecast by looking at other major European department stores. This Unique strategy to UK department stores has emerged as a point of difference for John Lewis.

Source: http://www.theguardian.com/money/2013/oct/05/john-lewis-two-year-electricals-guarantee