Weeks after China lifted its lockdown restrictions placed months ago to help stop the spread of the coronavirus, there’s a sliver of hope for the country’s retail sector.

Cities in China have begun lifting shelter-in-place restrictions to gradually reopen restaurants, shops and other public spaces—but many consumers are still wary about venturing out.

Location data has become a valuable resource for restaurants looking to target potential customers in specific areas. This data can provide analytics and attribution for marketing strategies, with opportunities to drive performance on a more granular level, including specific times where restaurant traffic is at a lull.

Brands have sought after millennials since the segment was identified as a demographic phenomenon reminiscent of the boomers. There’s been heavy investment in the creation of products and services that fit within an evolving consumer culture, one increasingly defined by this influential cohort. Growing independence and earning make this group the most digitally connected of all.