In 2011, Tesco (F&F) spotted an opportunity to sell embroidered school uniforms directly to parents, challenging the traditional market of independent retailers who have historically charged premium prices and offered more limited options in terms of purchase method.

For the programme to be successful, Tesco F&F needed first to obtain the buy-in of the school (initially primary schools), and the school needed to approve Tesco F&F as a preferred supplier of their uniforms.

We needed a strategy to bring schools on board.

Our approach was multi-faceted, and involved us contacting all UK primary schools through direct mail, email and telephone, to sell in the core Tesco F+F proposition.

Then, we took each school through a complex sampling process, coordinating directly with the Tesco F+F embroidery company, working to make sure that each of them was happy for Tesco F+F to become a preferred supplier of their uniform.

Since 2011, we have enrolled over 7,000 UK primary schools onto the Tesco F+F Uniform Embroidery Service.

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