For the first time in its storied history, the National Retail Federation (NRF) brought its signature global event, Retail’s Big Show, from New York City to the Asia Pacific region. Singapore played host to the NRF 2024: Retail’s Big Show Asia Pacific from 11 to 13 June 2024, marking a significant expansion for an event that has been ranked one of the top 200 events in North America and one of the 50 fastest-growing trade events internationally.

Organised by Comexposium with the support of the Singapore Tourism Board, the event brought together regional leaders across the retail industry to collaborate on a Pan-Asia Pacific stage in Singapore. More than 5,800 retail professionals from 52 countries, 238 exhibitors, and 100 industry-leading speakers gathered at the Sands Expo and Convention Centre for an insightful conference and exhibition.

The choice of Singapore as the host for this inaugural APAC edition was no coincidence. Matthew Shay, President and CEO of the NRF, cited Singapore’s long-standing reputation as a trusted gateway to Asia Pacific as a key factor. The city-state’s strategic location and business-friendly ecosystem fosters an environment ripe for innovation and investment. In addition, the Singapore government’s proactive support for the retail industry, through initiatives like the Retail Industry Transformation Map and various incentives, underscores its commitment to building a vibrant and sustainable retail ecosystem.

“After a week like this, with so many great ideas, partners, and conversations, I believe the key takeaway is the enormous opportunity in the retail industry within this region, particularly in Singapore,” said Shay. “Attendees have been exposed to exhibitors, brands, companies, and concepts that are an excellent match for the market and with whom they can partner and grow.”

Themed “Fast Track Your Success,” NRF 2024: Retail’s Big Show Asia Pacific assembled a stellar lineup of speakers from some of the world’s most influential brands such as Amazon, Google, Mastercard, and Central Retail Corporation (Thailand). Distinguished speakers included Christopher Thomas-Moore, Chief Digital Officer of Domino’s; Laurent Boidevezi, President of Asia Pacific at Moët Hennessy; and Greg Merrill, Global Head of Digital Transformation at Nike.

Attendees had the opportunity to learn from the best in the business across 60 sessions. Thought leaders delved into crucial topics, from the adoption of AI and other cutting-edge technologies to strategies for elevating customer experiences and understanding shifting consumer spending behaviours.

“It’s important to see the market and what consumers and retail operators are doing and thinking as retail evolves,” said conference speaker Xu Ying, President of Wumei Technology Group, parent company of Chinese grocery chain Wumart. “Coming to a place like Singapore, which is quite representative of the region, has been very helpful to all the global participants.”

Attendees got a glimpse into the transformative power of technology on the retail industry at vibrant exhibits from world-leading and emerging brands. Mastercard’s interactive virtual reality display, for example, reimagined the shopping experience for home furnishings at an IKEA store. Guests donned Oculus headsets and used hand controls to select and customise furniture in a virtual showroom, and even interacted with a virtual store associate.

Donald Ong, Senior Vice President, Advisors, Asia Pacific, Mastercard, shared his perspective as an exhibitor: “Singapore is home to a diverse retail market, ranging from high-end luxury boutiques to bustling street markets and a robust e-commerce sector, catering not just to domestic consumers but inbound tourists. I can imagine a lot of retailers from around the region and the world are very keen to come and learn from Singapore's success story.”

A highlight of the Expo was the NRF Innovation Lab, a carefully curated showcase of the most visionary retail technologies that are new to the market and address challenges faced by retailers. Attendees were treated to an immersive experience, with hands-on demonstrations of technologies set to revolutionise retail in fields such as artificial intelligence, augmented reality, data analytics, and Web 3.

The immersion continued with the Retail Store Tours, which gave attendees the chance to experience Singapore's retail scene firsthand. These expert-led, curated walking tours brought attendees behind the scenes of some of the city’s most innovative retail spaces including Luzerne ceramics’ flagship store, BHG department store (Bugis), and Escentials at ION Orchard, providing valuable insights into the latest technologies, store designs, employee training, and best practices.

Equally memorable was the Startup Zone, which gave startups and entrepreneurs the opportunity to showcase their retail innovations. This zone facilitated connections between emerging businesses and potential investors and partners across the Asia Pacific region, fostering opportunities for collaboration and growth.

"It's clear that this event is a pivotal platform for driving the future of retail, fostering meaningful connections and sparking transformative ideas,” shared Mette Krogh, Chief Marketing Officer of RELEX Solutions, an exhibitor. “We are looking forward to leveraging the invaluable insights and connections gained at the event to propel our initiatives for Asia Pacific forward."

Looking ahead, NRF will return to Singapore from 3 to 5 June 2025. With 60% of this year’s exhibitors already committed to next year’s event, the 2025 edition is set to build on the success of 2024 with more visionary speakers, pioneering technologies, and networking opportunities that will continue to have a resounding impact on the future of retail.