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
| May 30, 2017
Accelerate Live! talk: Finding the money for your clients' projects, Paul Westlake, Jr., DLR Group|WRL
Architect Paul Westlake, Jr., shares his methods for adding value to projects through creative financing.
| May 30, 2017
Accelerate Live! talk: Health-generating buildings, Marcene Kinney, Angela Mazzi, GBBN Architects
Architects Marcene Kinney and Angela Mazzi share design hacks pinpointing specific aspects of the built environment that affect behavior, well-being, and performance.
Daylighting | May 30, 2017
Sun, sky brightness, and glow: Making the most of daylight [AIA course]
To some project teams, “daylighting” means using glass area to admit direct sunlight, period.
Security/Fire Protection | May 30, 2017
Security begins when you close the door [AIA course]
Selecting door and window systems for any building project demands a complete articulation of safety and security concerns.
Codes and Standards | May 30, 2017
Industry Groups move toward Unified Green Building Model Code in 2018
The effort involves combining ASHRAE's Standard 189.1 with the International Green Construction Code.
Codes and Standards | May 30, 2017
Florida preparing to adjust to new building elevation requirements
New floodplain maps and state code changes loom.
Codes and Standards | May 30, 2017
Heated debate over whether Calif.’s prevailing wage requirement stymies affordable housing
There’s disagreement around how much pay regulations add to cost of projects.
Reconstruction & Renovation | May 30, 2017
Achieving deep energy retrofits in historic and modern-era buildings [AIA course]
Success in retrofit projects requires an entirely different mindset than in new construction, writes Randolph Croxton, FAIA, LEED AP, President of Croxton Collaborative Architects.
Architects | May 26, 2017
Innovations in addressing homelessness
Parks departments and designers find new approaches to ameliorate homelessness.
Architects | May 26, 2017
BIG plans: Architecture isn’t Bjarke Ingels Group’s only growth path
Kai-Uwe Bergmann, the firm’s head of global business development, says engineering and urban planning are key opportunities. And how about that Hyperloop?