Reflect Systems Launches Innovation Lab and ‘Zero Touch’ Tech for Interactive In-Store Experiences

The Richardson-based company offers digital experiences such as large-scale LEDs and video walls to lead the next generation of interactive tech. CEO Lee Summers calls Reflect Systems "the best kept secret in retail." Its newest creation brings the convenience and personalization of online shopping to physical stores, with no touch required.

Through digital signage, large-scale LEDs, video walls, interactive applications, wayfinding, and more, Reflect Systems works to transform the digital signage industry. That’s where its newest technology comes in: Zero Touch. 

The innovation is a first-of-its-kind scalable signage solution enabling users to control interactive digital signage experiences directly from their mobile devices, according to a statement. 

Zero Touch marks the first creation to come out of Reflect’s new research arm, Reflect Innovation Labs.

“Deploying interactive experiences has historically been both costly and risky for companies looking to engage with users,” David Kopaniky, head of Reflect Innovation Labs and senior director of advanced technologies, said in a statement.

Zero Touch offers a cost-effective signage solution—it can turn any screen into an interactive experience without needing touch screens or additional hardware. By scanning a QR code on the screen, users are able to select menu items, scroll through content, point with mouse-precision, and shop on the screen, all by using a smartphone.

“Between the hardware required for implementation and people being much more touch-averse now, the need for a new solution has only grown. Zero Touch addresses that need by leveraging the one screen people are constantly touching and engaging with comfortably—their phone,” Kopaniky said.

Along with creating an in-person interactive experience that doesn’t involve physical touch, Zero Touch also combines the convenience and personalization of online shopping with physical stores.

After the initial point of (virtual) contact with Zero Touch, users can continue exploring a company’s content through their phones, potentially leading to an increase in exposure for the brand.

“While the use of mobile devices to control an interactive screen has been bubbling on the horizon of the digital signage market for years, implementation has posed a considerable technical challenge until now,” Lee Summers, CEO at Reflect Systems, said in a statement. “Zero Touch allows for simple, secure and scalable interactivity in a way that wasn’t previously possible.”

Reflect Systems CEO Lee Summers (left) and Matt Schmitt, the company’s president and founder [Photos: Reflect Systems]

Reflect suggests that Zero Touch could be used for retail sales assistance, customer support, associate training, and more.

“This is just a fraction of what Zero Touch could do for businesses across all industries. We’ve already seen tremendous interest from customers, and we’re thrilled to be leading the next generation of interactive technologies,” Kopaniky said.

The tech is expected to launch later this year, with more solutions from Reflect Innovation Labs also set to debut in 2021.

Founded in 2001, the Richardson-based company creates digital signage experiences for a multitude of environments including retail, entertainment venues, healthcare providers, and corporate communications. Target, GameStop, Best Buy, Verizon Wireless, and Macy’s are among its customers. In a previous statement, Summers called the company “the best kept secret in retail.”

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