Innovation has been widely proposed as the major avenue towards value creation beyond price in the retail industry. Current business practices include a lot of innovative customer services and technology-based approaches. Nevertheless, a few of these innovations provide clear consumer benefits and have achieved high levels of consumer adoption. Exploiting a two-step research approach we conduct a qualitative and a quantitative study in order to generate, design and finally evaluate innovative retail concepts and consumer services that add value in the grocery retail context. Using a methodology that involves innovative customers in new service design, we conduct a workshop in order to generate innovative ideas for retail services. A consumer survey with 650 grocery retail customers is used to build an attitudinal model towards these services. The findings suggest that innovation and technology can enhance the shopping experience and increase the perceived value, but the design of them should be consumer-driven and applications must be tailored to the unique requirements of consumer segments.