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
Multifamily Housing | Jul 23, 2019
Is prefab in your future?
The most important benefit of offsite construction, when done right, is reliability.
Healthcare Facilities | Jul 15, 2019
Can a kids’ healthcare space teach, entertain, and heal?
Standard building requirements don’t have to be boring. Here’s how you can inject whimsical touches into everyday design features.
Architects | Jul 10, 2019
9 picks from NeoCon 2019
Interior architect Mary Bartlett selects her favorite products and systems from the 2019 NeoCon show, Chicago, June 10-12, 2019.
BD+C University Course | Jul 8, 2019
Shadow box design: To vent or not to vent [AIA course]
A curtain wall shadow box is a spandrel assembly consisting of vision glass at the building exterior and an opaque infill at the interior side of the curtain wall system. This course is worth 1.0 AIA LU/HSW.
Architects | Jul 8, 2019
Unity Temple, Robie House among eight Frank Lloyd Wright projects to receive World Heritage status
The UNESCO designation includes signature works designed by Wright during the first half of the 20th century.
Architects | Jul 1, 2019
Perkins Eastman Co-founder Mary-Jean Eastman to keynote Women in Design+Construction Conference
Two of Perkins Eastman’s firm leaders—Mary-Jean Eastman, FAIA, Vice Chair and Managing Principal of its New York City studio, and Barbara Mullenex, AIA, Managing Principal of the Washington, D.C., studio—will share anecdotes about their personal journeys to the top of a global architecture, design, and planning firm, at Building Design+Construction's fourth annual Women in Design+Construction Conference. The event will take place November 11-13, 2019, at the Fairmont Scottsdale Princess resort in Scottsdale, Ariz.
Sports and Recreational Facilities | Jun 27, 2019
Foster + Partners unveils design of wooden boathouse for Row New York
The project will sit on the banks of the Harlem River in Sherman Creek Park.
Building Tech | Jun 26, 2019
Modular construction can deliver projects 50% faster
Modular construction can deliver projects 20% to 50% faster than traditional methods and drastically reshape how buildings are delivered, according to a new report from McKinsey & Co.
Architects | Jun 24, 2019
Clayco combines architecture and design assets into one business unit
Lamar Johnson Collaborative adds BatesForum.
Architects | Jun 14, 2019
Making public facilities more public
Municipal facilities must strike a delicate balance between openness and security.
