Innovation is always perceived as something which is disruptive and may result into a new product, service or the business model.  But that is not so true.  Recently, I came across such non disruptive innovation at Mor Furniture.  If we look at the furniture industry, it is a commodity business with low barriers to entry and competitive pricing.  Most of the furniture is made in China and other third world countries and shipped to US in bulk containers.  Furniture outlets go out of business every now and then and more often during the current economic crisis.  Yet, Mor furniture in Kent, WA was packed compared to other furniture stores in the area just a couple of weekends ago.  It makes one wonder about the secret behind Mor winning the business.
Mor is differentiating itself from other furniture stores by offering a superior customer experience.  Buying furniture is a high involvement and time consuming process.  Most of the consumers get tired of browsing through dozens of displays throughout the furniture store.  Usually consumers end up leaving the store hungry, thirsty and tired without making a purchase by leaving the option to come back.  Mor has changed that to a great extent by offering free drinks and snacks in the center of the store.  Their store layout is such that regardless of where you are at any given time the drinks and snacks are accessible conveniently.  They also offer seating area next to the pantry so that the tired customers can sit down and enjoy their drinks and snacks.  This also allows them to discuss their purchase options and make a decision without leaving the store. 
Not to mention that the free drinks and snacks while shopping create some great word of mouth buzz.  This is what we can call operational innovation.