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Traditionally, the literature has defined "innovation" as an aspect necessary for economic and competitive development of companies and / or industries. It has been considered a decisive factor for wealth creation and growth of economies. This paper intends to carry out an approach to the concept of "innovation in retailing", identifying its nature and scope, and defining associations with traditional variables in marketing research such as the benefits and costs of the relationship, consumer perceived satisfaction and loyalty towards the establishment. A theoretical model is proposed and investigated through an empirical study conducted on a sample of 300 customers of two retail food establishments, ranked supermarkets and hypermarkets. For the analysis of the data obtained and in order to estimate the structural model, use was made of the technique of partial least squares regression (PLS) and the software used …