When it comes to retail, Ryf Quail has seen it all. As Managing Director of Comexposium and the driving force behind NRF: Retail’s Big Show Asia Pacific, he’s helped build the fastest-growing retail event in the region. He’s worked with powerhouse brands like Kmart, Mecca, JD.com, and FairPrice, bringing together thousands of retail leaders to shape the future of the industry. But outside of running one of the most influential retail gatherings in APAC, what is Ryf getting up to?
In this Checkout episode, we step away from the boardroom to get a behind-the-scenes look at Ryf’s world—his unexpected online purchases, retail inspirations, and the game-changing tech that’s set to shake up global commerce.
Bribery, Roblox & the Power of Virtual Goods
Ryf’s weirdest online purchase? It’s not a single item—it’s a constant stream of digital rewards used to keep his 10-year-old son happy. “I’ve got a 10-year-old son, and he lives in a virtual world. So I’m buying Roblox and Avatar kit the whole time as rewards,” said Ryf. My life is about bribing my son to be coerced into the things I want him to do. And that involves buying a lot of stuff on Minecraft, on Roblox and all that sort of thing. It’s constant.”
The rise of digital goods and in-game economies isn’t just a passing trend—it’s transforming how an entire generation perceives value, status, and ownership. Ryf sees this shift firsthand in his son’s gaming habits: “I tell you what, I can say for his generation, they are going to shop completely differently because they are all living in virtual worlds. It’s insane.”
A Retailer That Gets It Right—And Fuels an Obsession
When it comes to retailers that impress him, Ryf is hooked on the MXstore, Australia’s largest online dirt bike and motocross store. The brand isn’t just great at eCommerce. It’s got the user experience nailed.
One of my favourite websites, it sounds naff, is MXstore. Because [you can] put in your motorbike, the type of motorbike, the year, the model, and then it just spits out all the stuff you can buy.
The ease of use, personalisation, and curated experience make MXstore dangerously effective—so much so that Ryf admits to stashing unopened packages under his desk: “It’s a complete trap. And it’s addictive because it keeps updating the whole time.” For retailers, MXstore’s success in hyper-personalisation is a lesson in how to convert customers through tailored recommendations, intuitive navigation and repeat engagement.
The Tech That’s About to Change Global Payments
When asked about game-changing tech, Ryf doesn’t hesitate. He’s excited about orchestrated commerce and how it’s set to redefine payments and checkout experiences for global retailers. “One of the [concepts] that came up…was orchestrated commerce… So if you’re a retailer in Australia, you might rely on, say, one payment mechanism to take your payments in Australia, right? But you can’t use that payment mechanism in Indonesia or Japan,’ said Ryf.
Orchestrated commerce flips this model on its head, acting as a middleware layer that allows retailers to plug in the best payment options for each customer and region. “If you’re in Malaysia, you present an array of digital wallets. If you’re in Australia, you present an array of payment options that play to the Australian consumer. And it turns the whole thing on its head and empowers the retailer to have that middleware layer and then plug in the payment platform that’s appropriate for that shopper,” Ryf explained.
For brands expanding across Southeast Asia, where cash-on-delivery is still common in some countries and digital wallets dominate in others, this technology will be a game-changer for conversion and trust.
A Must-Read for Resilience and Success
According to Ryf, retail success is so much more than the right tech or supply chain. It’s about resilience, perseverance and continuous improvement. That’s why Ryf’s top book recommendation is Angela Duckworth’s ‘Grit’, a deep dive into what truly sets high achievers apart.
I’m listening to an audiobook at the moment. I’m part of a CEO group, and I heard this woman speak last week. It’s a book called ‘Grit’ by Angela Duckworth.
“[The] core of her study was… US Marines, West Point, and the likelihood of those people not dropping out, progressing, and completing. And there was no causal link between making it, between ability, physical or IQ. It was all about grit.”
The book is a must-read for leaders, especially in retail, where resilience, persistence, and adaptability are critical to survival. Ryf explained: “It’s about understanding how to play to be at the top of your game… looking at it from a leader’s point of view, it’s not just about doing it every day. It’s practicing at a level that allows you to improve because you can practice for lots of hours and plateau.” He left us with a question, “ What’s the style of practice you need to execute to actually get better?”
Keeping Cool While Running APAC’s Biggest Retail Event
With NRF 2025: Retail’s Big Show APAC just around the corner, Ryf admitted his biggest challenge isn’t content, sales or marketing; it’s managing the anxiety of execution. “My biggest challenge today is I can do content, I can do sales, I can look after, help with marketing, but I can’t do execution. I’m not a project manager,” said Ryf.
Bringing 15,000 square metres of exhibition space, 300 exhibitors, and thousands of retail leaders together in Singapore isn’t just about having a vision—it’s about trusting a team to pull it off. “You have to trust others to execute on your behalf. I mean, you set the rails, but for me, execution is my biggest headache because it causes me the most anxiety.”
Retail is Changing—Are You Keeping Up?
If one thing is clear after our chat with Ryf, it’s that retail isn’t standing still. From virtual goods to AI-powered payments, the way we shop, sell, and scale is constantly changing and retailers need to stay ahead of the curve. Those who embrace new technology, adapt to shifting consumer behaviours and think beyond their home markets will be the ones leading the future of retail.
The Checkout is a short snippet of our conversations.
