"Digital Transformation in Retail", an event organized by Microsoft that took place on the 17 October in Brussels, Belgium, was focused on exploring the intersections where data and intelligence enable new experiences, empower employees, and improve the bottom line for businesses.

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Retailers are facing mounting pressure to evolve business models that make sense in a global marketplace characterized by disruptive technological innovations and fierce competition for share of wallet. E-commerce continues to grow at the expense of brick-and-mortar retail. Stores are becoming less productive, and in some cases unprofitable. Today’s digital native customers expect multiple ways to order, purchase, and receive merchandise and products. Technological innovation is enabling a new era, where leaders have ten times the insights in one-tenth the time—enabling them to outperform the market and take share from laggards. Key to being a leader is capitalizing on every point of sale and service to better understand and serve the customer. 

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ELSE Corp's CEO & Co-Founder Andrey Golub spoke at the event about Innovation in Mixed Reality and presented ELSE Corp's concept of Virtual Retail & Fashion Shopping.