This work discusses the modemisation process on the sector of distribution service, in particular the self-service segment, supermarkets and department stores. In this process the adoption of technological and organisational innovation is essential for the organisations to face the strong competition that is present in all sectors of the economy in recent years. Some models are discussed to understand the way the innovations are introduced in the service sectors. Through case studies, in Italy and Brazil, the real practices of technological and organisational innovations are analysed, as well its impacts on the realisation planning in the social systems of the companies. The collected data are used for a comparative analysis of the adopted practices in companies of both countries.