Digital Market Act: What Impact for Retail Chains?

1. Digital Market Act Revolution: what impact for your network of points of sale?
2. How to optimize the visibility of your local points of sale under the Digital Market Act?
3. Conclusion

The Digital Market Act (DMA) adopted by the European Parliament has come into effect on May 2, 2023. Its application will be effective by March 2024, marking a major turning point in the European digital landscape

Its objective is clear: regulating the web giants (GAMAF - Google, Apple, Microsoft, Amazon and Facebook) to restore a more equitable balance of power within the online platforms market.

This new regulation will have significant consequences for smaller players and will open up new opportunities for their influence in search results.

If this development will impact all businesses, it will play a crucial role for brands with retail networks, multi-store or franchise networks, by redefining their online visibility and search engine ranking.

Digital Market Act Revolution: what impact for your network of points of sale? 

With the DMA coming into effect, your network of points of sale is about to face a digital revolution. This regulation aims to put an end to the anti-competitive practices of suppliers, particularly by prohibiting favors granted to their own products and services. In case of non-compliance with this rule, fines of up to 10% of global turnover, or even 20% in case of repeat offense, may be imposed by Europe.

But that's not all, Google, as a web giant, will also have to comply with the DMA. Google establishment listings (Google Business Profile, formerly Google Business Profile) will need to be on a dedicated site with a specific page for each establishment, similar to an indexed directory. This measure will lead to a reduction in the visibility of Google Business Profile (GBP), which, according to various sources, can range from -20 to -90%. On the other hand, company websites and Store Locator (SL) pages will be highlighted, thus offering a projectedtraffic increase of 200% to 800%.

How to optimize the visibility of your local points of sale under the Digital Market Act?

With the DMA coming into effect, optimizing the visibility of your local points of sale becomes a crucial priority for retailers. By March 2024, focusing on optimizing the Store Locator (SL) and presence in relevant global and sectoral directories will be essential to stand out in this new regulatory environment.

Here are some essential tips to ensure optimal visibility for your local points of sale:

• Store Locator :
  If your brand has multiple points of sale, the Store Locator becomes an essential tool. Make sure to include all crucial information such as:
  • the full address with precise geolocation
  • links for route calculation via different mapping tools (Google Maps, Apple Plans, Waze, TomTom, Here WeGo)
  • the phone numbers
  • the usual opening hours as well as special hours clearly indicated
  • the customer reviews from trusted partners specific to your sector.

• Data Structuring on the website and Store Locator :
  Ensure that your data is correctly structured according to schema.org to appear in the enriched search engine results.

More information on what structured data is and why it is crucial for your online visibility in our article:

How to appear in Google's enriched results

• Page Loading Speed Optimization :
  A fast loading time is essential to provide a better user experience, both on desktop and mobile devices.
  
• Directories and intermediate platforms :
  The DMA will significantly benefit intermediary platforms, reservation and directory platforms by allowing them to gain visibility.
  
  To reference yourself, use the appropriate intermediary platforms according to your sector:
  • Any type of business: PagesJaunes, Facebook Business Page,...
  • Tourism: Booking, TripAdvisor
  • Catering :The Fork, Restaurant Guru
  • Others: Planity (Well-being), Doctolib (Health), LaCentrale, Allogarage (Automotive), etc.

By following these recommendations, you will be able to ensure a solid online presence for your local points of sale, while taking advantage of the new Digital Market Act regulations. This optimization will enable you to position yourself advantageously in search results and better meet your customers' expectations by providing them with an optimal user experience.

Conclusion

The Digital Market Act brings significant changes to your online visibility as a network of brands. To ensure you remain competitive and take advantage of new opportunities, it is essential to understand the changes brought about by the DMA and adjust your strategy accordingly.

In this new regulatory context, it is crucial for you to focus on optimizing your Store Locator, your presence in relevant directories, as well as on the structuring of your data to appear in the enriched search engine results.

By following these tips, you will be able to maximize your online visibility and attract a larger number of customers to your physical points of sale.

However, it is essential to note that despite the projections and discussions on the impact of the DMA, negotiations with the European Commission are still ongoing, and the final results are not yet known. It is therefore imperative that you stay informed and closely follow the evolution of the situation in order to best adapt to the new regulations and upcoming opportunities.

Sources: 

"Digital Market Act: understanding the regulation that wants to regulate the digital giants in Europe" - BFM TV

"DMA: future of Google Business Profile listings" - Smart Traffik