Google has added a new feature (props to Matt Gregory for pointing this out) to the Google+ Local pages that allows a user to add custom fields to any given business listing. You can add things like the name of the person you deal with at the business, their birthday and unique contact information. The final output, a private, personalize contact card, is similar to the details from Google contacts that shows on a G+ personal profile of someone in your circles.
Perhaps I have a lack of imagination but this is one of those features for which it is hard to see its regular use. It could conceivably be part of a CRM system, it probably integrates with GMail and perhaps is a way for Google to draw relationships between the social graph and the business graph. But one has to ask why?
Did you ever ride in a car that had chrome pipes & fancy spinner hub caps but you always felt lucky when you arrived at your destination? And then the owner, for the next upgrade, added mirror dice rather than fixing something substantial? Well that’s what seems to have happened to your Google+ Local page.
Google+ Local pages have plenty wrong with them, significant and substantial problems. This is true whether with you are working the +Local page via the old and decrepit dashboard or attempting to manage it via Plus… but now Google has added an ability that you are unlikely to use. Go figure.
Output added to bottom of G+ Local page when logged in:Google Adds Mirror Dice to G+ Local Pages by Mike Blumenthal