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
| Jul 22, 2014
L.A.'s tallest tower to get observation deck
U.S. Bank Tower, as part of a series of improvements, will be getting an observation deck and restaurant at its top.
| Jul 22, 2014
Herzog & de Meuron unveil curvy concrete condo in Manhattan
Herzog & de Meuron have released renderings of their new $250 million New York building, a 12-story condominium with 88 luxury apartments.
| Jul 21, 2014
Narrowing the field: Stirling Prize shortlist announced
The list includes first-time nominees Mecanoo and Renzo Piano Building Workshop, as well as previous winners Zaha Hadid Architects and Feilden Clegg Bradley Studios.
| Jul 21, 2014
Designing the process of leadership transition
Transition planning can be one of the more complex challenges that firms face. Effective plans begin by determining the gap between a firm’s current state and the future it envisions for itself. SPONSORED CONTENT
| Jul 21, 2014
16 utility questions to answer during your building project
We need electricity to power our building projects, along with water and gas and a faultless sanitation system. That’s what we think about when we think about utility requirements for our building project, but are we missing something? SPONSORED CONTENT
| Jul 21, 2014
Commercial real estate development growing at strongest pace since recovery began: NAIOP report
Industrial, warehousing, office, and retail sectors see strong gains; Texas leads the nation in construction-value stats.
| Jul 21, 2014
Economists ponder uneven recovery, weigh benefits of big infrastructure [2014 Giants 300 Report]
According to expert forecasters, multifamily projects, the Panama Canal expansion, and the petroleum industry’s “shale gale” could be saving graces for commercial AEC firms seeking growth opportunities in an economy that’s provided its share of recent disappointments.
| Jul 21, 2014
Workplace trends survey reveals generational patterns in office use
Data analysis from Mancini•Duffy indicates significant variations among age cohorts in the workplace.
| Jul 20, 2014
IPD contract saves time and money for cancer center [2014 Building Team Awards]
Partners share the risk and reward of extreme collaboration on this LEED Silver project, which relies heavily on Lean principles.
