The development of effective trade area analysis for CPG merchant segmentation is crucial in understanding customers and prioritizing the best points of sale to place products. Traditional distribution channels still represent the largest share of sales in the consumer market, and CPG companies are expanding their physical customer networks, making insights related to expansion planning crucial for success. However, many CPG companies face challenges due to the lack of up-to-date and granular customer sales data for their product portfolios. To address this challenge, CARTO's Analytics Toolbox for BigQuery has been developed to provide a complete framework of analysis capabilities for performing spatial analytics in SQL computed natively in the leading cloud data warehouse platforms. The toolbox includes procedures for generating trade areas, preparing data for customer segmentation, and running clustering algorithms to segment customers based on their trade area characteristics. By leveraging these tools, CPG companies can unlock customer segmentation analysis and make informed decisions about where to spend trade promotion budget and how to optimize their distribution channels.