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 16, 2014
BoA, USGBC to offer $25,000 grants for green affordable housing projects
The Affordable Green Neighborhoods Grant Program will offer 14 grants to developers of affordable housing in North America who are committed to building sustainable communities through the LEED for Neighborhood Development program.
| May 16, 2014
HED expands leadership in San Diego
Neville Willsmore, Thomas Christian join leadership team for Harley Ellis Devereaux.
| May 16, 2014
Toyo Ito leads petition to scrap Zaha Hadid's 2020 Olympic Stadium project
Ito and other Japanese architects cite excessive costs, massive size, and the project's potentially negative impact on surrounding public spaces as reasons for nixing Hadid's plan.
| May 15, 2014
Paints, coatings, and sealants: 10 new ways to seal the deal
Color-shifting finishes, dry-erase surfaces, and stain-blocking paints are highlighted in this round up of new offerings in paints, coatings, sealants, and finishes.
| May 15, 2014
Biking to work up by 60 percent, according to Census Bureau report
Many U.S. cities are seeing an increase in bicycle commuters, according to new a U.S. Census Bureau report. While bicyclists still account for just 0.6% of all commuters, some of the nation's largest cities have more than doubled their rates since 2000.
| May 15, 2014
'Virtually indestructible': Utah architect applies thin-shell dome concept for safer schools
At $94 a square foot and "virtually indestructible," some school districts in Utah are opting to build concrete dome schools in lieu of traditional structures.
| May 15, 2014
First look: 9/11 Memorial Museum opens to first-responders, survivors, 9/11 families [slideshow]
The 110,000-sf museum is filled with monumental artifacts from the tragedy and exhibits that honor the lives of every victim of the 2001 and 1993 attacks.
| May 14, 2014
New study shows employees aren't happier working in green buildings
People working in buildings certified under LEED’s green building standard appear no more satisfied with their workplace environments than those in conventional buildings, according to new research from the University of California, Berkeley, and the University of Nottingham.
| May 14, 2014
Construction growth looking up: Gilbane Spring 2014 Economic Report
Construction spending for 2014 should finish 6.6% higher than in 2013, with nonresidential work contributing substantially.
| May 14, 2014
Prefab payback: Mortenson quantifies cost and schedule savings from prefabrication techniques
Value-based cost-benefit analysis of prefab approaches on the firm's 360-bed Exempla Saint Joseph Heritage Project shows significant savings for the Building Team.