In its second year, NRF Retail’s Big Show Asia Pacific was held at the Marina Bay Sands Expo and Convention Centre in Singapore from 3-5 June 2025. The first morning saw Ryf Quail, Managing Director of Comexposium APAC, delivering the opening address. 

Ryf announced that the theme this year was “Retail Unlimited”, wanting to focus on unlimited opportunities, innovation and expectations in the unique APAC region. His vision was to connect, share, inspire, and shape the future of retail in this exciting, diverse and vast region.

The Asia Pacific region is home to 55% of the world’s shoppers and is projected to host two-thirds of the global middle class by 2030. This region includes some of the most advanced digital markets, such as South Korea, Japan, and Singapore, as well as high-growth emerging countries like India, Indonesia, the Philippines, and Vietnam. These diverse and expansive markets present significant opportunities for retailers. However, to succeed, it is crucial to understand the complexities of these markets and how they operate. Ryf emphasised the region’s collaborative spirit, stating,

“APAC is a friendly region. It is competitive and ambitious, but above all, it values collaboration and relationships.” 

The event, which attracted over 9,500 registrations from 72 countries, focused on transformative trends in the retail sector, with a particular emphasis on customer experience and digital transformation.  

This year included several key initiatives, including: 

• NRF APAC Innovators Showcase – showcasing significant innovations in retail.
• The NRF APAC CEO Club – an exclusive gathering of 100 enterprise-level retail CEOs; and
• The expanded Exhibitor Big Ideas stages – highlighting sustainability, leadership, and technology trends.

With many topics discussed over the three-day event, Artificial Intelligence (AI) emerged as a major theme. AI was discussed in many areas, including applications encompassing sourcing and supply chain management, product awareness, inventory management, and customer support. However, the consensus around AI was that it was used as a tool for providing customer support and enhancing efficiencies within retail operations, rather than a replacement for staff. AI cannot replace human interaction, which remains crucial to the success of a business. 

KPMG, a Diamond Sponsor of the event, also emphasised the important role of AI in next-generation retail models. Anson Bailey, Head of Consumer & Retail for Asia Pacific at KPMG, said,  

“NRF 2025 APAC brought together some of the most forward-thinking voices in retail across the region. We were proud to lead the conversation on building intelligent retail through AI-driven transformation, evolving consumer behaviour, and social commerce trends. The insights and ambitions shared throughout the week sparked high-impact collaborations, reinforcing our goal of building a future-ready retail ecosystem across Asia Pacific and beyond.”  

 

Other themes that emerged over the three-day event included: 

• Driving global expansion but emphasised the importance of a localised strategy, especially in the APAC region.
• Tailoring customer experiences using tools like AI.
• Ensuring that you have a comprehensive AI strategy that doesn’t dehumanise customer experience.
• Supporting customer loyalty through offering value in loyalty programs.
• Fostering a seamless omnichannel experience for customers; and
• Recognising your customer demographic and tailoring the experience to them. For example, Gen Z was identified as the fastest-growing customer segment and this group is digitally very savvy and often engages with brands through social media.

Featured speakers from global retailers included Lotte, Ulta Beauty, Puma, Robinsons Retail Holdings, LVMH, KFC, The Coffee Bean & Tea Leaf, H&M, 7-Eleven, Authentic Brands Group, Love Bonito, FamilyMart, Alfamart and more.  

Additionally, notable representatives from the Australian retail sector also participated, including The Reject Shop, Coles Liquor, Super Retail Group, Treasury Wine Estates, Vimoe, M.J Bale, Aje, Nick Scali, Metcash, and Mecca Brands.   

Retail’s Big Show Asia Pacific is set to return to Singapore from 2-4 June 2026. Next year’s event promises a more ambitious program, featuring visionary speakers, pioneering technologies, and expanded networking opportunities for the region’s rapidly growing retail community. We look forward to seeing you there!  

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Podcast and article coverage from guest panellists at NRF  

Payments Beats Podcast Episode 32: Liz Beggs, COO at Payments Consulting Network, recorded a podcast with Ian Bailey, Chairman of Anko Global, discussing “Retail at the Crossroads: Physical Meets Digital”.   

Payments Beats Podcast Episode 33: Ryan Alfons Kaloh, Marketing Director at Alfamart and CEO at Alfagit Global Loyalty Indonesia. They talked about “Alfamart’s Retail Ecosystem and Payment Challenges”.

Mecca Brands Q&A: You can read a Q&A with Ian Burl, Chief Retail Officer at Mecca, discussing format innovations and the reinvention of retail spaces for the hybrid consumer.  

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Author: Bernadette Walsh, Marketing Partnerships Manager, Melbourne, Payments Consulting Network  

Bernadette’s diverse work experience has given her the opportunity to observe the different approaches to business and problem-solving, allowing her to develop a unique perspective on how to build relationships and solve problems. Her resourcefulness and willingness to think outside of the box have been invaluable assets in her ability to find creative solutions to complex problems.

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Payments Consulting Network was a media partner of NRF ‘25 Retail’s Big Show Asia Pacific 

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