Purpose: The aim of the research is to investigate what successful booksellers provide in store that increase interaction and thereby enhance perceived value for the customers. Approach: The study is based on a combination of using both quantitative and qualitative data, collected through questionnaire and through face-to-face interviews. A deductive approach has constituted the paper as the theoretical framework was constructed upon already existing theories. Findings: The investigated booksellers are working with all of the three interaction facilitators; servicescape, shopping event as well as employee competence to create interaction in store that thereafter through relating, communicating and knowing increase the customer perceived value. The success behind the booksellers is based on their niche and personal approach that is thoroughly implemented in their offerings, which will create a community feeling. The personal relationship with the customers gives a structural support for the communication that in the end increase the knowledge. However, the knowledge renewal was more vital for the employees in order to provide personal service. Practical implications: Brick-and-mortar stores should fully acknowledge the importance of interacting with customers, by implementing servicescape, shopping event and employee competence with a personal touch. It is important to be as physical as possible and use the store as a social meeting place. The store should create a unique atmosphere, where like-minded customers socialize. The employee competence is vital for the brick-and-mortar stores in order to provide personal service. Theoretical implications: Grönroos and Voima’s (2012) Value creation sphere-model was extended by integrating Ballantyne and Varey’s (2006) triangulated value-enable-model into the joint sphere of Grönroos and Voima’s (2012) model. Since both of the models were tested empirically the paper supplies empirical evidence for both of the theoretical models.