How Papier is using Contentsquare to analyze and enhance its digital customer experience
Papier chose Contentsquare’s customer experience and data analytics platform to better understand the “why” behind its consumer behavior and enhance its digital customer experience.
Creating a seamless, digital customer experience
Papier, the direct-to-consumer online stationery brand at the forefront of the $200B global stationery market, is building a category-defining stationery brand for paper people all over the world. Papier stationery is all about the transformative powers of putting pen to paper. Every design can be personalized. Alongside in-house collections, Papier collaborates with upcoming artists, iconic brands and inspiring fashion labels to curate its emporium of notebooks, notecards, diaries and more.
To do this digitally first, Papier needed to reinvent stationery for today’s consumer, which involved merging traditional charm, sophistication, and personalized touch of the offline paper world with a seamless, tech-driven consumer experience and production process.
Image from papier.com
Understanding the “why” with Contentsquare
Papier turned to Contentsquare (via CS Digital) to monitor their metrics including usage, engagement, navigation impact and more. The brand can now view its unique data in a number of ways – perhaps the most helpful is the Zone-based Heatmaps – which aggregates data on hovers, clicks, views, etc. It can give insight into where content is overlooked or highly popular.
“Contentsquare answers the “why” behind what is happening online. Prior to using Contentsquare, we used to guess what was driving the numbers on our website KPIs, but now, we have the answers.”– Will Huntoon, Director of Data at Papier
Millennials are Papier’s biggest customer demographic accounting for 53% of active customers, but Gen Z customers are Papier’s fastest-growing audience as they utilize the brand’s stationery products to find balance in their digitally-native lives. Papier has an engaged and brand loyal community with an NPS of over 75% and 90% of customers identifying Papier as “a brand for people like them.” Contentsquare helps Papier reach the millennial group and more through their strategic analytics platform.
Contentsquare delivers the power to make the digital world more human. Its AI-powered platform provides rich and contextual insight into customer behaviors, feelings and intent — at every touchpoint in their journey — enabling businesses to build empathy and create lasting impact. The global leader in digital experience analytics, Contentsquare helps brands everywhere transform the way they do business, allowing them to take action at enterprise scale and build customer trust with security, privacy and accessibility.
Since its inception, Papier has quickly established itself as a household name in the UK by curating eclectic in-house designs and category-defining collaborations. Papier’s collaborators include the V&A, Mother of Pearl, Temperley London, Rosie Assoulin, Headspace and Matilda Goad to name a few. Launched in 2015 by Founder Taymoor Atighetchi, Papier has scaled significantly year-on-year as customers seek high-quality, exceptionally designed stationery produced in a sustainable way.
Papier witnessed a huge rise in demand for stationery over the last few years, fuelled by a shift in consumers embracing analogue practises such as journaling and card-sending in pursuit of improved wellness and enriched connectivity. This, paired with a shift in increased home working and the rise of the “home office” during the pandemic, led to Papier’s revenue growing >150% over the past 2 years. Papier has tapped into the vast US stationery market – US sales already account for more than 30% of the brand’s total revenue and are on course to reach 40% in 2022.