Google is rolling out some changes to the OneBox display for local results that continue to the push the integration of local listing with the main search results. While this may just be another Google UI test, it is certainly consistent with their push to make local an integrated part of the main search experience. For brands and small businesses, this just reiterates the importance of having a local listing and reputation strategy. See a few examples below.
Photo from Places Now Included in the OneBox
Store With Optimized Places Listing vs Store Without
In the example below, you can see how the Sephora results compares to the Mac Cosmetics result. Competing brands in the same city but Sephora is taking advantage of the Google push to bring local content to the forefront by getting their storefront, hours and reputation front and center.
Implicit Local Queries Impacted
Even in cases where the user is not including a local modifier in their query, Google is pushing local content if they think they know your location and their is a local store. See the example below for Pottery Barn Kids.
These changes continue to demonstrate the importance of local content to Google and continue to demonstrate the opportunity both national brands and small businesses have to deliver a branded, rich and actionable experience directly on the Google.com first page.