Welsh retailers should give themselves a pat on the back after a nationwide mystery shopping survey of towns revealed an all-Welsh top five. 

Llanelli topped the leaderboard in the Skillsmart Retail study with an average score of 94.8% in the Skillsmart Retail Survey. This was followed by Carmarthen at 94.7%, Swansea at 92.5% and Ammanford at 91.5% and Newport in fifth place at 90.8%, alongside Cambridge in England.

The survey identifies the top 10 towns and cities for independent retailers based on the results of its Location Model research. As part of this research, independent retailers are mystery shopped and scored on a range of areas including product knowledge, customer service and store interior.

Individual scores from the participating businesses show two Welsh retailers gaining 100% in their mystery shops, joining only five other businesses (out of 5,000 nationally) to ever achieve full marks.

Skillsmart Retail chief executive Anne Seaman said: “Wales’ leaders and independent retailers should be hugely proud of themselves for these amazing results. Wales clearly has some very talented local retailers who are focused on providing excellent customer experiences and help create some vibrant shopping destinations.

“Our Location Model research is a great way to find out how a town or city compares to others across the UK. The research outlines recommendations to improve a town or city centre and help it become more successful and sustainable. The mystery shopping exercise allows independent retailers a chance to see what they are doing right and what extra skills they need to improve their businesses.”