Almost nobody doubts of the importance of innovation for retail success. it is also evident that the shopping experience plays a key role in stimulating customers not only to purchase once, but also to return. The challenge is to decide which road is better when going-to-the-innovation in retailing and also to create a no nonsense shopping experience.this paper is about a real retail case that demonstrates a proven holistic method to create innovation in retailing, including a meaningful shopping experience. One of the focal points of this document is how to detect shopper insights and use them as inspiration for the starting point as well as for the rest of the process, until the goal of creating a meaningful and attractive shopping experience is achieved. With this paper the delegates will understand a full process: choosing the market targets, devising the retail concept and creating the shopping experience.