By default, the icon for the location pin is fixed. However, you can customize this pin by adding a column to your store locator Google Sheet.
Open Store Locator Sheet
On your dashboard, go to Manage Stores and click on Open Locator Sheet. 
Add a New Column
After you've opened your locator sheet, simply add a new column named Marker. Then, provide the URL to an image that you would like to use as the icon for the location pin.
You can reuse the icon for all location pins or each pin can have its own custom icon.
Force Sync the Locator Sheet
Once you're done adding the marker image, go back to your dashboard and click on Force Sync Locator Sheet.
Check for Changes
Open your store locator to see that the changes have been reflected.
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