GB: Tesco inks deal to acquire Paperchase - How has last year been for the stationery brand?
Paperchase’s search for a buyer, weeks after it put itself up for sale, has ended with Tesco. The British retailer has bought the high street stationery chain, hours after the latter fell into administration and will now be selling the stationery company’s products in its UK stores. The deal involves Tesco acquiring only Paperchase’s brand and intellectual property - not its 106 shops in the UK and Ireland.
With layoffs, slow trade, weak store footfall and talks of insolvency making headlines for Paperchase in recent years, what has the stationery company’s brand health been like since the start of 2022?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Paperchase’s brand health has dipped slightly since January 2022.
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 - dropped from a net score of 15 on 1 January 2022, to 12 on 31 January 2023.
Paperchase’s Current Customer metric remained mostly unchanged throughout the observation period.
Data from YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - shows that just 2% of Tesco’s current customers have purchased goods from Paperchase in the past three months.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Paperchase’s Index score 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. Scores are based on an average daily sample size of 3160 GB adults between 1 January 2022 and 31 January 2023. Figures are based on a six-week moving average. Learn more about BrandIndex.
YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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