The COVID-19 pandemic has forced significant changes in consumer behavior, including increased spending on home fitness and groceries, drastic changes in mobility patterns due to lockdowns, unpredictable social sentiment, new workplace trends, drastic behavioral changes, new transit preferences, and the need for physical brick & mortar data to be real-time. These changes have created opportunities for CPG marketers to pivot their strategies by leveraging location analytics, including near-real-time data, alternative sources of data, and spatial optimization techniques. By understanding these changes, CPG brands can focus their efforts on the right store locations, target new segments or audiences, adapt to changing demographics, and develop a 360-degree view of consumers.