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
| Apr 5, 2013
Snøhetta design creates groundbreaking high-tech library for NCSU
The new Hunt Library at North Carolina State University, Raleigh, incorporates advanced building features, including a five-story robotic bookBot automatic retrieval system that holds 2 million volumes in reduced space.
| Apr 5, 2013
'My BIM journey' – 6 lessons from a BIM/VDC expert
Gensler's Jared Krieger offers important tips and advice for managing complex BIM/VDC-driven projects.
| Apr 5, 2013
Commercial greenhouse will top new Whole Foods store in Brooklyn
Whole Foods and partner Gotham Greens will create a 20,000-sf greenhouse atop one of the retailer's Brooklyn supermarkets. Expected to open this fall, the facility will supply produce to nine Whole Foods stores in metro New York City.
| Apr 5, 2013
Projected cost for Apple's Campus 2 balloons to $5 billion
Campus 2, Apple Inc.'s proposed ring-shaped office facility in Cupertino, Calif., could cost $5 billion to build, according to a report by Bloomberg.
| Apr 5, 2013
Extreme LEGO: Wondrous micro city built out of 200,000 blocks
Master LEGO builder Mike Doyle unveils his latest creation, an out-of-this-world micro city that celebrates peaceful alien contact.
| Apr 3, 2013
AIA CES class: Sealant repairs that last – hybrid sealants for building restoration
It is hard to talk about restoration without talking about sustainability. This two-hour interactive online course discusses the role that restoration can and does play in the arena of sustainability, and specifically the role that sealants play in sustainable design and repair.
| Apr 3, 2013
Construction spending up 20% since 2011, growth will continue, says Gilbane report
The monthly rate of construction spending is up 20% in 24 months and increased in 18 of the last 24 months, which is a good leading indicator for new construction work in Q3-Q4 2013, according to Gilbane's latest Market Conditions in Construction report.
| Apr 3, 2013
5 award-winning modular buildings
The Modular Building Institute recently revealed the winners of its annual Awards of Distinction contest. There were 42 winners in all across six categories. Here are five projects that caught our eye.
| Apr 2, 2013
6 lobby design tips
If you do hotels, schools, student unions, office buildings, performing arts centers, transportation facilities, or any structure with a lobby, here are six principles from healthcare lobby design that make for happier users—and more satisfied owners.
| Apr 2, 2013
4 hospital lobbies provide a healthy perspective
A carefully considered entry zone can put patients at ease while sending a powerful branding message for your healthcare client. Our experts show how to do it through four project case studies.
