Bhs has launched a dedicated shopper service in the highly competitive back to school market.

The service, called Bhs School Buddy, debuted this week in 171 stores and online. The “buddies” are specially trained store staff who will offer advice on the fit of uniforms, fabric content and where to find items. Shoppers will be able to give the buddies a list of what they need then wait in the café with a free coffee until their shopping is completed.

The move shows that Bhs is using customer service as its tool to win the school uniform fight, while Tesco and Asda battle it out at the value price end. Tesco launched a £3.75 uniform, undercutting Asda’s £4.75 uniform.