By definition, the customer is the sole reason for any business s existence. They are the primary - and often the only - source of revenue for a company, and the company must know how to extract the most value from them while gaining significance in their lives and building trust to maintain a loyal and long-lasting relationship. Therefore, effective customer relationship management is essential for generating value and business growth. In the context of the study, we investigated how the Rio de Janeiro-based supermarket chain Zona Sul conceives and implements strategies to develop relationships with its customers. These strategies were evaluated using the IDIC method, developed by renowned customer relationship marketing consultants Don Peppers and Martha Rogers. The study employed a case study model to analyze the retailer s CRM strategies, providing practical illustrations of the strategies, tools, and cultures focused on managing and developing customer relationships.