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 | Jan 4, 2018
Shigeru Ban’s mass timber tower in Vancouver gets city approval
The 232-foot-tall Terrace House luxury condo development will be the tallest hybrid wood structure in North America.
Architects | Jan 4, 2018
Integrated design for children and housing
Homelessness is an issue affecting millions around the globe.
Sponsored | | Jan 3, 2018
4 networking strategies to grow your business
Follow these networking strategies to grow your architectural business with the work that you want.
BD+C University Course | Jan 2, 2018
The art and science of rendering: Visualization that sells architecture [AIA course]
3D artist Ramy Hanna offers guidelines and tricks-of-the-trade to ensure that project artwork is a stunning depiction of the unbuilt space.
Green | Dec 22, 2017
Green builders can use ‘big data’ to make design decisions
More and more, green project teams are relying on publicly available “external datasets” to prioritize sustainable design decisions, says sustainability consultant Adele Houghton.
Reconstruction & Renovation | Dec 21, 2017
Interactive map includes detailed information on historic New York City buildings
The New York City Landmarks Preservation Commission launched a new, enhanced version of its interactive map, Discover NYC Landmarks.
High-rise Construction | Dec 20, 2017
Another record year for high-rise construction
More than 140 skyscrapers were completed across the globe this year, including 15 supertall towers.
Game Changers | Dec 20, 2017
Urban farms can help plant seeds for cities’ growth around them
Urban farms have been impacting cities’ agribusiness—and, on some cases, their redevelopment—for decades.
Market Data | Dec 20, 2017
Architecture billings upturn shows broad strength
The American Institute of Architects (AIA) reported the November ABI score was 55.0, up from a score of 51.7 in the previous month.
Public Health Labs | Dec 19, 2017
10 takeaways from SmithGroup’s ‘lab of the future’ initiative
The LAB2050 initiative digs into the scientific trends, technologies, and economics that will shape tomorrow’s research laboratory environments.