never knowingly undersold

"Never knowingly undersold" is a marketing strategy or promise where a retailer guarantees that their prices are as low as, or lower than, any of their competitors. It means that if a customer finds the same product being sold by another retailer at a lower price, the retailer following this principle will match or beat that price. The purpose of this approach is to give customers confidence that they are getting the best value for their money by shopping at that particular retailer.