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
Architects | Jul 22, 2016
5 creative approaches to finish standards
With the right mindset, standards can produce great design for healthcare facilities, as VOA's Candace Small explores.
Retail Centers | Jul 21, 2016
MVRDV designs Seoul entertainment district with gold entrance and curtain façade
The 9,800-sm complex will have retail and nightclub space. A plaza separates the two concrete buildings.
Healthcare Facilities | Jul 20, 2016
Process mapping simplifies healthcare design
Charting procedures and highlighting improvement opportunities can lead to developing effective design strategy simulations. GS&P’s Ray Wong writes that process mapping adds value to a project and bolsters team and stakeholder collaboration.
Architects | Jul 20, 2016
AIA: Architecture Billings Index remains on solid footing
The June ABI score was down from May, but the figure was positive for the fifth consecutive month.
| Jul 19, 2016
2016 GIANTS 300 REPORT: Ranking the nation's largest architecture, engineering, and construction firms
Now in its 40th year, BD+C’s annual Giants 300 report ranks AEC firms by discipline and across more than 20 building sectors and specialty services.
Architects | Jul 18, 2016
17 buildings designed by Le Corbusier added to UNESCO World Heritage List
The sites are spread across seven counties and were built over the course of 50 years. Le Corbusier, an architect, designer, and urban planner, was a founder of modern architecture.
Multifamily Housing | Jul 18, 2016
Four residential projects named winners of the 2016 AIA/HUD Secretary Awards
Affordable housing, specialized housing, and accessible housing projects were honored.
Sports and Recreational Facilities | Jul 18, 2016
Turner and AECOM will build the Los Angeles Rams’ new multi-billion dollar stadium project
The 70,000-seat stadium will be ready by the 2019 NFL season. The surrounding mixed-use development includes space for retail, hotels, and public parks.
High-rise Construction | Jul 15, 2016
Zaha Hadid designs geometric flower-shaped tower for sustainable Qatar city
The 38-story building will have a mashrabiya latticed facade with hotel and residential space inside.
Building Team | Jul 11, 2016
Design-assist: The way to really fly [AIA course]
Experts explain the benefits of DA, a process where the subcontractors are retained to assist other Building Team members in the development of a design. Earn 1.0 AIA CES learning units by reading and taking the exam.