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Reflect Systems, Creative Realities finalize merger

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February 21, 2022

Creative Realities and Reflect Systems have officially finalized their merger, which was disclosed in November 2021. The combined company now operates under the Creative Realities Inc. brand and remains listed on NASDAQ as CREX, according to a company press release.

The official closure follows about two weeks after the two digital signage companies announced they secured their first joint customer, a multi-million dollar, national retail project.

"The opportunity we had to fuse with a company known for its culture, client-centricity, CMS-savvy and strong relationships with the OEM community was more than an example of business compatibility," Rick Mills, CEO of the combined organization, said in the release. "This merger was a deliberate, strategic vision to drive the next phase of digital signage innovation and deliver to the marketplace a united stack of services, offerings and expertise not seen before from a single entity in quite this way."

Creative Realities is known for deploying large-scale digital signage projects for brands in the automotive, convenience retail, quick-service restaurant and stadium environment spaces. In addition, Reflect brings experience in the specialty retail, healthcare, banking and corporate communications industries.

"Our enhanced capacity and reach are now poised to bring all-encompassing solutions to a variety of business sectors previously untapped by these kinds of next-generation signage experiences," Lee Summers, former CEO of Reflect, now working on various strategic initiatives, including media sales and AdTech initiatives at Creative Realities, said in the release. "New and existing customers will benefit from our expanded portfolio, which incorporates every phase of a deployment, along with the latest innovations in interactive experiences, audience analytics and industry-leading software."

Combined, Creative Realities will offer:

• Planning, technology design and content creation, including custom and HTML web-based apps.
• CMS software via ReflectView, Reflect Xperience and Clarity for digital menu boards — all offered as an SaaS model.
• Data-driven analytics and menu board methods to optimize design and drive return on investment.
• Design engineering, project management, installation and technical support.
• Internet Protocol Television streaming platforms.
• In-house, 24/7 network operation center for day-2 support and service to support the lifetime of the deployment.

The combined company will be headquartered in Louisville, Kentucky.