The voice of shoppers is helping Georgia-Pacific defend its paper goods kingdom in brick-and-mortar stores and seize new turf in the fast-growing e-commerce space.

Fresh, shopper-led insights into categories like bath tissue, paper towels and paper plates have also helped the Atlanta-based enterprise connect with its retail partners around driving traffic, spending, satisfaction, and competitive share.

Combining quantitative metrics and point-of-sale information with consumer data provided by Shopper Intelligence, a global category management and shopper insight company that entered the US market in 2016, “has helped us uncover new insights,” explained John Pfalzgraf, director/consumer shopper market insights at Georgia-Pacific.

These data streams can “provide a lot of the whys” regarding what drives some people when it comes to making otherwise routine purchases in the center store and online, he continued.