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 29, 2012
Torrance Memorial Medical Center’s pediatric burn patients create their version of new Patient Tower using Legos
McCarthy workers joined the patients, donning construction gear and hard hats, to help with their building efforts.
| May 29, 2012
Reconstruction Awards Entry Information
Download a PDF of the Entry Information at the bottom of this page.
| May 29, 2012
AIA expands Documents-On-Demand service??
Six new documents added, DOD offers nearly 100 contract documents.
| May 29, 2012
Legrand achieves over 20% energy-intensity reduction in Presidential Challenge
West Hartford headquarters announced as Better Buildings, Better Plants “Showcase” site.
| May 29, 2012
Thornton Tomasetti/Fore Solutions provides consulting for Phase I of Acadia Gateway Center
Project receives LEED Gold certification.
| May 24, 2012
2012 Reconstruction Awards Entry Form
Download a PDF of the Entry Form at the bottom of this page.
| May 24, 2012
Gilbane’s Spring 2012 economic report identifies multiple positive economic and market factors
Anticipating increasing escalation in owner costs through 2014.
| May 24, 2012
Construction backlog declines 5.4% in the first quarter of 2012?
The nation’s nonresidential construction activity will remain soft during the summer months, with flat to declining nonresidential construction spending.
| May 24, 2012
Stellar completes St. Mark’s Episcopal Church and Day School renovation and expansion
The project united the school campus and church campus including a 1,200-sf chapel expansion, a new 10,000-sf commons building, 7,400-sf of new covered walkways, and a drop-off pavilion.
