The use of Value Co-creation in the Service Dominant Logic (SDL) presented by Vargo and Lusch (2004) has provided the interaction between consumer and firm, generating value for both. This study is a qualitative research of multiple cases, with six firms: three in the north of Brazil and three in the south. The retail segments surveyed were beverage distribution, bakeries and supermarkets. The objective was to demonstrate how SDL through co-creation results in differentiated service in retail. In the view of Kotler, Kartajaya and Setiawan (2010), to co-creation occur companies must, in addition to having ideas for new products, involve the consumer in the creation process to carry out customizations and also constantly receive consumer feedback for evolution and improvement of product and service. This research was limited to the use of DART model, proposed by Prahalad and Ramaswamy (2004), which provides an understanding of Dialogue, Access, Risk and Transparency. One of the objectives is about demonstrate how the value-in-use generates benefits for the actors involved in the process of co-creating value. Consumer is an active and engaged actor, not just a target.