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
Contractors | Jul 29, 2015
Consensus Construction Forecast: Double-digit growth expected for commercial sector in 2015, 2016
Despite the adverse weather conditions that curtailed design and construction activity in the first quarter of the year, the overall construction market has performed extremely well to date, according to AIA's latest Consensus Construction Forecast.
University Buildings | Jul 28, 2015
OMA designs terraced sports center for UK's Brighton College
Designs for what will be the biggest construction project in the school’s 170-year history feature a rectangular building at the edge of the school’s playing field. A running track is planned for the building’s roof, while sports facilities will be kept underneath.
High-rise Construction | Jul 28, 2015
Work begins on KPF's 'flared silhouette' tower in Manhattan
The 62-story, 157-unit luxury condo tower widens at the 40th floor, resulting in a gently flared silhouette, accented by a sculpted crown.
Museums | Jul 28, 2015
MUST SEE: Zaha Hadid's latest museum project is built into a mountain
The museum, dedicated to legendary mountaineer Reinhold Messner, is embedded within Mount Kronplatz in northern Italy.
Smart Buildings | Jul 27, 2015
Perkins+Will imagines new opportunity for Atlantic City
The architecture giant believes it has a solution that could put Atlantic City’s existing infrastructure to good use—by turning the Jersey Shore city into a research center for climate change and coastal resiliency.
Retail Centers | Jul 27, 2015
Fish-shaped shopping mall designed for odd plot of land in China
The mall, in Qinshui, a city in China’s Shanxi province, will fit within the 250x30-meter dimensions surrounded by parallel roads and two converging rivers.
Performing Arts Centers | Jul 27, 2015
Vox Populi: Netherlands municipality turns to public vote to select design for new theater
UNStudio’s Theatre on the Parade received nearly three-fifths of votes cast in contest between two finalists.
Multifamily Housing | Jul 27, 2015
Miami developers are designing luxury housing to cater to out-of-town buyers and renters
The Miami Herald reports on several new multifamily projects, including the Paramount Miami Worldcenter, whose homes include maid’s rooms, larger terraces, boutique-size closets, and guest suites.
Architects | Jul 23, 2015
CTBUH recognizes Parkroyal on Pickering as Urban Habitat Award winner
The Singapore hotel has green space galore
Sports and Recreational Facilities | Jul 23, 2015
Japan announces new plan for Olympic Stadium
The country moves on from Zaha Hadid Architects, creators of the original stadium design scrapped last week.
