The current advances in information and communications technologies developed new tools for retailers to innovate.In fact, the increasing computing capacity and the advancements in networking systems provided a new ubiquitous scenario that can be adapted for retailing in Small Animal Habitats order to develop innovative shopping environments.The aim of this paper is to deeply understand the emergence of the ubiquitous retailing phenomenon and the possible shift from the physical point of sale to a ubiquitous one, by analysing this Diagnostic Accessories radical innovation and the main consequences for frms and market.