Gimbal’s proximity beacons are small transmitters that use Bluetooth Low-Energy technology to send encrypted data to mobile devices. The beacons have become popular marketing and messaging tools for retailers (Apple Stores, Gamestop, American Apparel), sports teams and venues (the Cleveland Browns, the Miami Dolphins, Madison Square Garden, the Staples Center), and events and conferences (the U.S. Open, SXSW, Tribeca Film Festival).
When a shopper or event attendee comes in range, the beacon sends a message to a Gimbal-enabled mobile app on the person’s mobile phone. The app platform sends relevant information to the device, based on what the user has opted in for and the user’s exact location. The Miami Dolphins use Gimbal to message fans at Sun Life Stadium about where they can find shorter concession lines. The Chicago Transit Authority and advertising firm Titan have tested Gimbal beacon technology at several stations to determine whether advertising furthers engagement with transit riders.
In November, Retailigence, an online-to-online marketing platform, announced a strategic partnership with Gimbal to provide product and shopper data to retailers looking to fine-tune their marketing efforts. Presumably, retail designers could use such data to improve wayfinding in stores and even to create physical ways to influence shoppers’ traffic patterns within the store.
Not everyone’s ecstatic over the new technology. After Buzzfeed disclosed that Titan had planted 500 beacons in phone booths to push advertising, New York City officials had them removed.
Read about more innovations from BD+C's 2014 Great Solutions Report.
Related Stories
Digital Twin | Aug 27, 2020
The Weekly show: Digital twin technology and social equity in the AEC market
The August 27 episode of BD+C's "The Weekly" is available for viewing on demand.
Architects | Aug 26, 2020
We the People: Four steps for the architecture profession to build unity through design
Architect offers a 4-point manifesto to the design community to work for racial and social justice in the U.S. following the death of George Floyd.
Coronavirus | Aug 25, 2020
Video: 5 building sectors to watch amid COVID-19
RCLCO's Brad Hunter reveals the winners and non-winners of the U.S. real estate market during the coronavirus pandemic.
Architects | Aug 19, 2020
Japan’s Tokyo Toilet project looks to improve the perception of public restrooms
17 toilets throughout Shibuya will be redesigned as part of the project.
Architects | Aug 5, 2020
Final report: BD+C's 2020 Color Trends Report
This special research report from the editors of BD+C explores the leading trends and drivers related to the use of color on commercial, institutional, and multifamily building projects.
University Buildings | Aug 2, 2020
R&D hubs, modular-built hotels, and an award-winning student center on the August 6 “The Weekly”
R&D hubs, modular-built hotels, and an award-winning student center on the August 6 “The Weekly”
University Buildings | Jul 24, 2020
A hybrid learning approach could redefine higher education
Universities reassess current assets to determine growth strategies.
Coronavirus | Jun 19, 2020
Experts address COVID-19's impact on nursing homes and schools on The Weekly
The June 18 episode of BD+C's "The Weekly" is available for viewing on demand.
Coronavirus | Jun 12, 2020
BD+C launches 'The Weekly,' a streaming program for the design and construction industry
The first episode, now available on demand, features experts from Robins & Morton, Gensler, and FMI on the current state of the AEC market.
Architects | Jun 8, 2020
Two Frank Lloyd Wright sites set to reopen for tours with enhanced health and safety protocols
The sites will reopen on Thursday, June 11.
