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
| Oct 4, 2012
HMC Architects in service to the community
HMC employees give back to their communities through toy drives and fundraising efforts like CANstruction, which benefits local food banks.
| Oct 4, 2012
Career development, workplace environment programs key to retention at HMC Architects
Architecture firm take a multifaceted approach to professional development.
| Oct 4, 2012
Foundation tightens HMC Architects bond with local communities
Founded in 2009 with an initial endowment of $1.9 million, HMC’s nonprofit Designing Futures Foundation (DFF) has donated about $230,000 in its three years of existence, including $105,000 in scholarships to California students. The grants help promising high schoolers with an interest in architecture, design, engineering, education, or healthcare pay for expenses like test preparation services, computers, and college entrance exam fees and tuition. The scholarships can be extended for up to five years of college.
| Oct 4, 2012
Gilbane publishes Fall 2012 construction industry economic report
Report outlines fluctuation in construction spending; predicts continued movement toward recovery.
| Oct 3, 2012
Fifth public comment period now open for update to USGBC's LEED Green Building Program
LEED v4 drafts and the public comment tool are now available on the newly re-launched, re-envisioned USGBC.org website.
| Oct 2, 2012
Mirvish and Gehry unveil conceptual design to transform Toronto’s entertainment district
Reimagining of King Street Entertainment District supports Toronto’s cultural corridor.
| Oct 2, 2012
Dow Business Services Center building named 2012 “America’s Best Buildings of the Year” winner
Building constructed with air sealing and insulation products from Dow Building Solutions.
| Oct 2, 2012
Bernards working on project at L.A. White Memorial Medical Center
The new facility is a $15-million, 41,000-sf concrete structure which includes three stories of medical office space atop a three-level parking garage.
| Oct 1, 2012
Tyco completes separation process, now largest pure-play fire protection and security business
Tyco Integrated Security focused on delivering security solutions to commercial businesses.
| Sep 28, 2012
Seattle is home to first LEED-certified modular radiation center
By using modular construction and strategic site design, RAD Medical Systems built the first radiation center to receive LEED certification.