The second NRF 2025: Retail’s Big Show APAC conference held in Singapore has concluded successfully, bringing together 10,000 participants from over 50 countries, representing around 2,000 brands. The theme of the conference was Retail Infinite(Retail Unlimited), showcasing how the Asia-Pacific region continues to drive retail innovation in the face of technological disruption, geopolitical instability, and diversifying consumer demands.
The retail industry is actively preparing for the next phase of AI, shifting from personalization and prediction to systems with autonomous understanding, decision-making, and actionable capabilities. Vince Koh, Global Head of Digital Commerce at AWS, discusses how retailers are strategizing around these intelligent systems. According to a report by Coresight Research, it is anticipated that by 2029, 51% of business software applications will achieve Agency, like Amazon’s Buy For Me feature, which is an AI-driven personal shopping assistant capable of predicting and fulfilling customer needs.
Industry experts at the conference highlighted that authenticity is crucial for connecting with consumers, especially Generation Z. Myntra’s CEO, Nandita Sinha, noted that Gen Z is more focused on trends rather than brand loyalty. Anushree Khosla, Managing Director of 7-Eleven, showcased how to engage young people through social channels. Meanwhile, Dennis Seah from FairPrice Group reminded attendees that interpersonal connections are particularly important in the age of AI, emphasizing that technology should enhance rather than replace the closeness between brands and customers.
Expanding business in the Asia-Pacific region requires a profound understanding of diverse languages, cultures, and regulatory environments. Anko Global’s Chairman, Ian Bailey, shared insights on how to leverage local expertise for international expansion, while Amanda Green from Treasury Wine Estates emphasized that true localization goes beyond translation—it’s about creating culturally relevant customer experiences. David Mann, Chief Economist at Mastercard, also echoed this viewpoint, highlighting the positive economic outlook for retail in the Asia-Pacific, driven by an increase in consumers’ discretionary purchasing power.
Singapore’s innovative retailers are showcasing how to seamlessly integrate digital functions into physical spaces. From the upscale supermarket experience at FairPrice Finest to the interactive music store at Swee Lee, and the pet paradise at Fort Canine to the minimalist yet striking store design of Casetify, each concept is uniquely crafted to demonstrate different ways of creating an immersive omnichannel experience. This proves that physical stores are no longer just a physical presence but a digitized environment that delivers unforgettable customer experiences.
At this conference, AWS showcased its retail innovations through four strategic pillars, emphasizing a customer-centric approach, a connected shopping experience, cutting-edge retail operations, and generative AI applications. Visitors to the booth experienced how AWS’s generative AI tools are redefining customer experiences. The booth also featured innovative solutions from several AWS industry partners, including interactive holograms from Proto Hologram, in-store personalized recommendations from UST Smart Recommendation, advanced full-body 3D scanners from Bodd, and an AI-driven platform from Shipsy that helps businesses automate and streamline supply chain operations.
Additionally, AWS hosted two professional events in Singapore, providing a learning space for over 100 retail leaders to explore the applications of generative AI and engage in discussions about the future of retail alongside AWS industry experts. These networking events also included a social gathering organized in collaboration with Forter, blending structured learning with casual interactions to further strengthen connections that drive innovation in the retail sector across the Asia-Pacific region.
NRF 2025: Retail’s Big Show APAC once again emphasizes how the retail industry evolves from forward-thinking experiments to mature and scalable solutions. It highlights the importance of balancing technological advancements with interpersonal relationships, enabling retailers to establish deep connections with an increasingly digital-savvy consumer base. For retailers navigating a rapidly changing environment, AWS continues to be a key partner, providing practical solutions and placing customer experience at the heart of business transformation.
