The brick-and-mortar retail is struggling with the digital transformation and the shift to e-commerce. Likewise, technological developments in retail service delivery raise new questions concerning the nature of relationships between retailers and customers. To secure a strong customer relationship and support satisfaction, retailers have to transform their real-world advantages into digital goods and offer new value services to the customer. With an iterative process based on design science research (DSR), we want to explore the impact of different combinations of technology-mediated value services in customer-retail-relationships. Therefore, we want to evaluate, compare and classify a combination of emotional and context-aware approaches as well as services which link online and offline advantages. This research is aimed to identify services to support and lead the brick-and-mortar retailers through the digital transformation.