Global insights from NRF 2025: Retail’s Big Show APAC

Asia is the fastest-growing consumer market in the world and offers limitless opportunities for retailers. NRF and Comexposium hosted the second-annual NRF 2025: Retail’s Big Show Asia Pacific in Singapore June 3-5 with nearly 10,000 attendees, including retailers from more than 70 countries, and 250 technology providers. The theme for this year’s conference was “Retail Unlimited,” and focused on the relentless innovation and industry growth throughout the APAC region.

While businesses around the world are operating during a time of geopolitical instability, economic headwinds, a fragmented consumer landscape and disruptive technologies, the APAC region is positioned to lead the way for the retail industry. As KPMG Global Head of Consumer and Retail Isabelle Allen said in her opening keynote at NRF 2025 APAC, “The world is watching the APAC region with its diversity, dynamism and digital fluency. The future of retail is rising from the East.”

Throughout the three-day conference and expo, attendees participated in 80 sessions, retail store tours, Expo tours and networking events. Global industry leaders from brands including 7-Eleven, Authentic Brands Group, AWS, KFC, Lenovo, LVMH, Shopify and Ulta Beauty offered key learnings and insights.

Here are 10 key takeaways to help retailers drive global growth.

Retail is human first and transactional second

Customers have unlimited shopping options — online, offline, locally and across borders. In this hyper-competitive environment, retailers need to continually invest in their customer experience to build trust and create long-term relationships.

Focus on your people

Walk through your stores and competitors’ stores. Listen and learn from customers and employees on the front lines. They are your best resource.

Fundamentals are key

To succeed, retailers need to be more agile and able to fix business fundamentals. Understand where you need to invest and where you need to be more disciplined.

This is not a time for tech short cuts or quick fixes

Technology allows businesses to buy, move and engage with customers more effectively. It also requires businesses to be in a constant state of evolution and to be highly aware of their state of IT infrastructure and data quality. The world of tomorrow is about intelligent retail and intelligent economies.

AI must be tied to ROI

Companies fear being left behind with the AI revolution. But it’s important to identify a problem artificial intelligence can solve, rather than applying AI just for the sake of using AI. Without direction, AI can be a distraction. Focus on where artificial intelligence delivers the most value. And if your data isn’t in order, your business isn’t ready for AI.

Think local; act global

One program does not fit for all. You need to have boots on the ground to understand and respect local cultures and be able to tell your brand story in the local language and with cultural sensitivity.

Gen Z is redefining expectations from retailers

Gen Z consumers are heavy users of social platforms and want brands that listen to them, offer value and cater to their needs. Social media is where they find trends, inspiration and people like them to influence their decisions. They also want shopping to be integrated within their social apps. In the current economic environment, value will be key for this audience for the next five years or longer.

If you’re not producing content, you’re not marketing

It’s no longer effective to just put your product out there. You have to drive inspiration and traffic to your brand. People gravitate toward anything that’s entertaining. Particularly with younger consumers, you have to appeal to them with the right content.

Personalization is a form of convenience

Consumer expectations are becoming increasingly demanding. They want retailers to remember their preferences and preferred payment method and suggest relevant products they will like. Any generation appreciates this type of helpful personalization.

There will always be uncertainty

Own what you can control. Have a clear understanding about what your company stands for. Clearly communicate your purpose to employees so everyone is grounded in a common goal.

The world is changing fast, and we cannot stop learning. Retail has become a truly global business, and NRF is committed to incorporating new voices and new ideas from around the around to help retail grow and innovate into the future. Our next global event will be NRF 2025: Retail’s Big Show Europe in Paris, Sept. 16-18.