Press Releases

InReality Leverages Reality Gap Strategy to Drive Remarkable 2013 and Expands its Leadership in the Customer Experience Space

SHARE: Facebooktwitterlinkedinmail

Successful Rebrand, Awards and Performance Top CX Firm’s 2013 Highlights

ATLANTA (Feb. 19, 2014) – Reports of the death of brick-and-mortar retail may have been greatly exaggerated, as more and more companies grasp the importance of customer experience (CX) in the retail environment. No one knows that better than one of Inc.’s fastest growing companies, InReality. Coming off a banner 2013, InReality pairs its momentum with a recent Oracle study of senior executives prioritizing CX as a foundation of business success, as a sign of the increased confidence of brands in retail environments in addition to online commerce.

Speaking of 2013, topping the list of InReality’s accomplishments was an effective rebrand that further honed its mission to focus on customer experiences that better connect brands with customers in physical spaces, especially retail stores. The rebrand even coined a new CX phrase, The Reality Gap.

“One of the most exasperating pain points for any brand, particularly in retail, is identifying and mending the gap between what a brand promises and what a customer actually experiences or perceives,” says Gary Lee, InReality president and chief operating officer. “We call this ‘The Reality Gap,’ and shrinking it enables a brand to come alive while creating customer experiences that really matter.”

Incidentally, another benchmark in the year was hiring Lee. The serial entrepreneur and executive has spent almost 30 years in the B2B space, leading both established corporations and successful global start-ups. InReality tapped Lee in part for his farsighted vision and keen market awareness.

“CX is exploding right now,” Lee continues. “It is a top initiative for corporations, and we have positioned ourselves as an emerging leader for its design and implementation.”

Part of that positioning was evidenced when InReality partnered with the Atlanta chapter of the Customer Experience Professionals Association (CXPA) to host the city’s first ever CX Day in October. The positioning also contributed to great work through the year, including a digital interactive project for faucet brand Danze, driven by in-store, RFID technology.

And that great work was noticed. InReality was included in the December, 2013 Forrester Research, Inc., report: “Service Design Agency Overview, 2013.” Also, as attribution to the company’s historic growth and stability, InReality was named to the Inc. 5000 list for the second time in three years.

“These accolades and the entire year itself stoke an already-roaring blaze within the company,” says Lee.“ Looking forward, we position ourselves to drive further growth immediately in the DIY/Home Improvement and Kitchen and Bath markets. But we set our sights higher to help any industry and organization seeking to measurably improve CX, especially as we continue to push the boundaries of CX digital design.”

# # #

About InReality

InReality is a customer experience strategy and design firm. For more than 19 years, InReality has helped its clients understand and improve how customers experience their brand by identifying and shrinking the reality gaps that exist between their brand’s promises and their customer’s actual experiences and expectations. Through a unique combination of strategy, design, execution and analytics services, InReality empowers its clients with measurable and meaningful results and builds stronger, more enduring relationships between brands and their customers.

InReality has worked with leading brands such as Tempur-Pedic, Simmons, The Home Depot, LP Building Products, Bridgestone Tire, Danze and many others to improve how customers experience their brands in retail. The company has appeared on the Inc. 5000 twice, most recently in 2013. For more information, please see

Media Contacts

Kristin Harripaul Brenda Becker
InReality Trevelino/Keller
770-953-1400 404-214-0722 x115

Sorry, the comment form is closed at this time.