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As a result of the cut-throat competition in the retail industry, retailers have to differentiate by providing extra services to their customers. Because innovating can be very expensive and still has a possibility to fail, retailers use copying successful innovations as an alternative strategy to innovating themselves. Firstly, this study looked at the effect the introduction of a retail service innovation copycat (RSIC) has on stock market value. Additionally, the study investigated if the speed by which this copying is done had an influence on the main relationship. Moreover, led by the arrival of the internet and the growing importance of technology in today’s society, two more variables were looked into, namely the origin of the firm (ecommerce or brick-and-mortar) as well as the type of innovation (people- or internet-enabled). However, there is no evidence that this introduction of a RSIC has a significant influence on the stock market value. The event study performed on 231 copycat events revealed that speed has a positive effect on the abnormal stock returns and that type of innovation moderated the relationship between the introduction of a RSIC and the stock market value, p-innovations were found to have a stronger effect than e-innovations. Furthermore, the study showed that the change in stock market value also depended on the interaction between these variables, we found that the positive effect of a p-innovation compared to an e-innovation, will be stronger the quicker an imitator can act relative to other later imitators.