We know that Orchard Road is a shopper's paradise.
But it is No. 1 in the world?
Yes, said French mystery shopping firm Presence, which surveyed 30 of the
world's most well-known shopping streets, including the Champs Élysées in
Paris.
Singapore aced all the categories and topped the list with 89 points out of
100.
The results have come as quite a shock even to those rooting for the shopping
belt, such as the Orchard Road Business Association (Orba).
"We are humbled by this recognition. After all, Orchard Road is the pride of
Singapore," Orba's executive director, Mr Steven Goh, said.
"It is a gem of a street and we are heartened that the ongoing endeavours by
Orchard Road stakeholders, government agencies and Orba have been recognised
internationally."
Presence, which touts itself as the No. 1 mystery-shopping service provider in
France, is hired by companies to audit and compare their service levels with
similar businesses in Europe and around the globe.
The 25-year-old firm said it does more than 100,000 audits a year.
The survey, which is in its fourth edition, was conducted between August and
September last year and surveyed nearly 400 retail outlets worldwide.
The company sent about 90 mystery shoppers to nearly 400 stores in 30 popular
shopping streets such as London's Bond Street and Sydney's George Street and
asked them to grade their experiences.
Criteria for the grading included customer service, appearance of the retail
outlets, interaction with passers-by and the overall atmosphere of the shopping
street...
Read more.
We show you where to find the world's prettiest shopping avenues & highlight
some of the biggest SHOCKERS...
1. Orchard Road, Singapore: 89/100
Mystery shoppers were impressed by Orchard Road's "wide and clean pavements",
as well as the "diversity of shops", said Presence's report.
2. Avenue de la Liberte, Luxembourg: 85/100
The street ranked best in terms of overall appearance. It had plenty of walking
space and it was well-lit everywhere. "The atmosphere is perfect," said a
mystery shopper.
3.P.C. Hoofstraat, Amsterdam: 83/100
The upscale shopping district was noted for its friendliness and inviting
atmosphere even to passers-by. Retail outlets were courteous and welcoming of
shoppers into their stores.
4. Bagdat Avenue, Istanbul: 83/100
Ironically, the European-flavoured street is located on the Asian side of
Turkey. Mystery shoppers praised it for mixed cultural feel and appearance,
benefitting the avenue overall diversity.
5. Oscar Freire, Sao Paulo: 82/100
Brazilians are known to be among the friendliest people in the world, so it
comes as no big surprise that this avenue ranked third most welcoming in the
survey.
6. George Street, Sydney: 82/100
Friendly department stores and brightly lit boutiques. According to the survey,
passers-by there were also the most courteous of the 30 avenues visited despite
the avenue in spite of it being located at a busy uptown district.
7. Mariahilferstrasse, Vienna: 80/100
Stretching some 1.8km, the shopping stretch places third in "appearance". It
was highly rated for it mix of historical architecture and classy shopfronts.
8. Avenue Louise, Brussels: 78/100
Art-deco mansions and chip designer boutiques helped this street score well in
terms of "out-of-store atmosphere" and overall appearance.
9. Ginza, Tokyo: 78/100
With flagship stores such as Apple and Abercrombie & Fitch, this street is a
winner for being vibrant and glitzy. Mystery shoppers were also pleased with
its warm hospitality.
