January 20th, 2023, Lesley Simeon
Two years after being bought out of administration and months after being acquired by a consortium, Paperchase is up for sale again. The troubled 50-year old stationery chain is in talks with insolvency experts, Begbies Traynor, about options for the future of its over 101 stores across the UK. Professional services firm, PwC, is handling the sale of the business.
The retailer has had a rough couple of years due to a pandemic-induced drop in sales, job cuts and store closures - how has the company’s brand health fared in recent years?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Paperchase’s Current Customer scores have dropped in recent years.
The score went from 5% on 1 January 2019, touched a high of 8% on 3 March 2020, before dropping four percentage points to 4% on 19 January 2023.
The brand’s Index score - which is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation - remained unchanged throughout the observation period.
A similar story plays out with the company’s Value score - which measures whether the brand represents poor or good value for customers’ money - as it remains largely static as well.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day.
Paperchase’s Index metric is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation and delivered as a net score between -100 and +100. Its Current Customer score is based on the question: Have you purchased goods from any of the following retailers in the past 3 months? and delivered as a percentage. Its Value score is based on the question: Which of the following retailers do you think represents good value for money/poor value for money? and delivered as a net score between -100 and +100. Scores are based on an average daily sample size of 6680 GB adults between 1 January 2019 and 19 January 2023. Figures are based on a 12-week moving average. Learn more about BrandIndex.
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