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 10, 2012
Chapter 5 LEED-EB and Green Globes CIEB: Rating Sustainable Reconstruction
Certification for existing buildings under these two rating programs has overtaken that for new construction.
| May 10, 2012
Chapter 4 Business Case for High-Performance Reconstructed Buildings
Five reconstruction projects in one city make a bottom-line case for reconstruction across the country.
| May 10, 2012
Chapter 3 How Building Technologies Contribute to Reconstruction Advances
Building Teams are employing a wide variety of components and systems in their reconstruction projects.
| May 10, 2012
Chapter 2 Exemplary High-Performance Reconstruction Projects
Several case studies show how to successfully renovate existing structures into high-performance buildings.
| May 9, 2012
Chapter 1 Reconstruction: ‘The 99% Solution’ for Energy Savings in Buildings
As a share of total construction activity reconstruction has been on the rise in the U.S. and Canada in the last few years, which creates a golden opportunity for extensive energy savings.
| May 9, 2012
International green building speaker to keynote Australia’s largest building systems trade show
Green building, sustainability consultant, green building book author Jerry Yudelson will be the keynote speaker at the Air-Conditioning, Refrigeration and Building Systems (ARBS) conference in Melbourne, Australia.
| May 9, 2012
Tishman delivers Revel six weeks early
Revel stands more than 730 feet tall, consists of over 6.3 milliont--sf of space, and is enclosed by 836,762-sf of glass.
| May 9, 2012
Stoddert Elementary School in DC wins first US DOE Green Ribbon School Award
Sustainable materials, operational efficiency, and student engagement create high-performance, healthy environment for life-long learning.
| May 9, 2012
Shepley Bulfinch given IIDA Design award for Woodruff Library?
The design challenges included creating an entry sequence to orient patrons and highlight services; establishing a sense of identity visible from the exterior; and providing a flexible extended-hours access for part of the learning commons.
| May 9, 2012
Construction Defect Symposium will examine strategies for reducing litigation costs
July event in Key West will target decision makers in the insurance and construction industries.
