Hartford Business Journal

8 Hartford Business Journal | February 22, 2021 | HartfordBusiness.com Startups, Innovation & Technology By Sean Teehan steehan@hartfordbusiness.co W hen Jim Ligotti founded Middletown- based Reality Interactive in 2004, the company made digital in-store displays for retailers. Today, it's still in that business, but COVID-19 put a further dent in it. Luckily, Reality Interactive has spent years diversifying into anything from web design to building security. Amid COVID-19, it's even pivoted into providing services and products specifically designed for pandemic protocols. For example, last year it began making and selling an "internet of things" (IoT) door lock/ entry product that scans peoples' temperature and requires them to answer pre-set questions in order to gain entry. It's a product that aims to help make the workplace a safer place amid concerns about the spread of a deadly virus. "We're constantly a learning company," said Ligotti, who declined to disclose annual revenues. "We get to know our customers, and we solve our customers' problems. That's the reason for our existence." Reality Interactive is nearing two decades in business, but Ligotti said he views his company as a "forever startup." To him, that means paying close attention to the market, pivoting on a dime and never telling a customer "no." Reality Interactive's original business model leaned completely on brick-and-mortar retailers. If a company was having a promotion, Reality Interactive could design an engaging screen display. When customers also asked for help designing websites it got into that business, too, said Jeremy Brazeal, Reality Interactive's creative director. "What we have done is we have just developed other digital competencies within our company based on what our clients need," Brazeal said. That dynamic forced Reality Interactive to broaden its horizons over the years. Carmaker BMW was one of Reality Interactive's earliest customers. In 2007, when Reality added web design services, BMW enlisted the company to launch a virtual sales catalog. Later that year BMW asked Reality Interactive to expand that into a full-scale e-commerce platform. Last year, the company helped BMW launch a "vehicle visualizer," which is an augmented reality platform that allows potential car buyers to climb inside a car virtually. Reality Interactive's startup mentality has been a core factor in its ability to meet the ever-changing demands of customers, Ligotti said. He's made it a point to keep himself and his approximately 50-employee staff at the forefront of new technology. When iPads first entered the market, Ligotti got one for every staff member so they could familiarize themselves with the technology. The same happened when Google Glasses and other augmented reality products debuted. The tech toys are a nice perk, Ligotti said. But the real purpose is to make sure his staff is familiar with all the latest technology, and how to use it to bring customers' visions to reality. "It's sort of like having someone in your inner circle who has a finger on the pulse of the latest technologies," Ligotti said. "We're a technology company that understands … how to solve their problems with the appropriate technologies." Intentional shift Reality Interactive also understands market dynamics in recent years haven't favored brick-and-mortar retail. That, in addition to customer demand, led the company to move beyond just making mall kiosks and in-store displays. "What we noticed a few years ago — us being a big retail agency first and foremost — everybody knew that retail has been pivoting," Brazeal said. "[We thought] how digital does retail have to be? Are people still going to brick-and-mortar [stores]?" Conversations like that led to an intentional shift toward services that don't rely on a physical presence in stores. The move proved especially fortuitous when COVID-19 hit last year, which had a major impact on the in-store retail sector. Reality Interactive would likely have had a disastrous 2020 if it stuck to its original business model. Instead it helped customers figure out how to use different technologies to solve pandemic- related problems, like designing Reality Interactive pivots to smart building, other technologies amid pandemic online ordering platforms for sit-down restaurants suddenly dependent on takeout orders to remain in business. Reality Interactive also got a $563,747 Paycheck Protection Program loan provided through Liberty Bank that stabilized its business and allowed it to continue to invest in operations. "There's no doubt that the pandemic has shifted what our customers are looking for, and I think we're probably in for some more continued shifting," Ligotti said. It was pandemic-related demand for methods to quell the spread of COVID-19 in the workplace that inspired Reality Interactive's IoT Axsis product. Axsis is basically a tablet installed at locked-door entryways. It has features like a touchless thermometer and QR code reader. Customers can set the device to only open doors for certain people, like those with a normal temperature or who have badges with the right QR Code. It can also be used to control the thermostat, and other things inside a building. "Because of the pandemic, we have pivoted to products that are helping businesses stay open or reopen," said Ligotti, who estimates Reality Interactive has sold about 6,500 Axsis units, which sell for $1,995 each. Ligotti thinks IoT and smart building tech could grow to be an increasingly important part of Reality Interactive's business. That makes sense, seeing as smart building technology was gaining momentum even before the pandemic. However, he said customer concerns will ultimately decide the direction Reality Interactive takes. "We are absolutely going to stick to our roots, and that means working closely with customers," Ligotti said. At a Glance: Reality Interactive Industry: Technology Top Executive: Jim Ligotti, CEO HQ: 213 Court St., Middletown Company Website: https://realityi.com/ Phone Number: 860-346-2700 Jim Ligotti Reality Interactive helped BMW create an augmented reality platform that allows potential car buyers to climb inside a car virtually. PHOTO | CONTRIBUTED Wittmann Battenfeld, Torrington, CT Napoli Retail, Southington, CT Since AKDO, Bridgeport, CT Building That Wittmann Torrington, Napoli Southington, AKDO, Bridgeport, Building That Reality Interactive has started making a door lock/entry device that scans peoples' temperature and requires them to answer pre- set questions in order to gain entry. PHOTO | CONTRIBUTED

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