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Checkpoint Systems brings bulk-encoding solution to Inditex's Zara DCs ••• Gimbal, Urban Airship partner to provide "in the moment" mobile engagement ••• Reteneo offers Bluetooth beacons as a subscription service ••• Two hotels adopt InvoTech's RFID-enabled uniform-management solution ••• Ibotta to deliver rebate offers via Roximity Bluetooth beacons ••• HID Global intros HID Mobile Access, enabling smartphone-based access control.
By Beth Bacheldor

Gimbal, Urban Airship Partner to Provide "In the Moment" Mobile Engagement

Gimbal, a provider of Bluetooth beacon and location-based engagement technologies, and Urban Airship, a provider of mobile relationship management solutions, have announced a partnership that the two companies say is designed to accelerate "in the moment" mobile engagement, in which physical environments and digital experiences come together with rich user context. Urban Airship and Gimbal report that they have combined their expertise and products to provide a solution that delivers real-time and historical location data as part of mobile messaging experiences that work for large spaces as big as continents, to geofenced stores and all the way down to aisle end-caps with a proximity beacon.

Gimbal's Bluetooth-enabled beacon platform—which is context-aware and offers geofencing, proximity, interest sensing, consumer privacy controls, a communication platform and more—is designed to deliver targeted, real-time location data to trigger message campaigns based on arrival, departure and dwell times from custom geofenced areas. Urban Airship's messaging architecture can transmit 100,000 messages per second to locations across an enterprise-wide chain.

Marketers will have access to location history targeting for insight into where consumers have been, offering greater opportunities to leverage location data in mobile-engagement efforts and fast-tracking marketers' efforts. Marketers can leverage the location data provided by Gimbal in the Urban Airship targeting engine to automate personalized messaging experiences based on where a customer is in his or her shopper journey, using conditional automation rules and any combination of segmentation attributes, such as user preferences, in-app behaviors, and clicks to push action buttons and deep-linked landing pages. According to the two companies, the solution also lets marketers build messaging campaigns that take advantage of the latest mobile OS enhancements, including interactive notifications, message center widgets and digital wallets, as well as A/B testing and conversion tracking to measure performance and iteratively improve results with every user click.

Urban Airship and Gimbal say they have already successfully partnered on several large-scale engagements, including an implementation for the United States Tennis Association (USTA). For the 2014 US Open tournament, being held from Aug. 25 to Sept 8 at the Billie Jean King National Tennis Center, in Flushing Meadows, N.Y., Urban Airship created an app for tennis fans, while Gimbal installed its beacons at the tennis center. This joint solution was intended to provide mobile experiences to tennis fans, and to supply USTA with information regarding foot traffic at the Billie Jean King National Tennis Center, so that it could push targeted messages to app users, based on their locations.

As an example, the USTA sent out last-minute ticket alerts to app users who had previously looked at tickets within the app, had been near a US Open ticket booth and were currently in the Tri-State (New York, New Jersey and Connecticut) area. According to Urban Airship and Gimbal, this mobile and targeted marketing involved proximity history, current location (within the geofence) and in-app behaviors. The USTA reached 300,000 devices, and 32 percent of the device users not only opened the push-to-view deep-linked rich app page, but also clicked the "Buy Tickets Now" button.

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