The topic of the present study is innovation of services in the retail trade of bricolage (Do-It-Yourself, DIY) products and the influence that innovation has on the increase of customer attachment to companies in this field. The Romanian bricolage market brings together representatives of large specialised retail chains in Europe along with large domestic operators, which led us to the choice of this trade as a research field. Innovation is considered an important factor that brings a significant contribution to the success of a business (O\’Cass, Song and Yuan, 2012), and services are a priority for economic development. Despite all these, innovation in services is still insufficiently exploited both theoretically and empirically. The object of this study is to apply a qualitative research through semi-conducted interviews with managers from the bricolage retail field in order to validate the conceptual model whose inputs, innovation along with the availability and professionalism of the sales staff, act as generators of customer attachment to the company, leading to increased turnover, a permanent fund of customers and loyalty to the store. As a second stage, the proposed model will be tested through a quantitative research, by making use of the customer’s points of view. The three hypotheses of this research (H1: Innovation in services is determined by: the customer’s involvement in the implementation of the service, the use of gadgets in the store to facilitate access to information to the customer, the extension of the in-store services to the virtual environment and customer experience; H2: Innovation together with the availability and knowledge of the sales staff are sources of the customer’s attachment; H3: attachment acts as a catalyst for the turnover, the permanent fund of customers and the loyalty to the store) have been accepted, the study revealing that in the retail trade of bricolage products, the staff’s availability and professionalism are key elements for the definition of customers’ attachment, along with innovation, which is an extra advantage to customers.