Relationship Marketing and CRM have changed the way companies work, leading to a new way of customer interaction. This approach appears as a huge opportunity for differentiation in the retail business, leading to the emergence of lots of successful cases. The present study explored the utilization of this approach by the famous Brazilian retailer Supermercado Zona Sul. The objectives are to understand the different ways of interacting with customers in multiple channels, focusing on the effect on customers satisfaction and loyalty. The study utilized the case study method, using secondary data, interviews, and a survey. The main results were related to the fact that customers are more satisfied with the interaction in the physical stores than in other channels, concluding that the population, in general, is still not fully convinced to use digital channels for grocery purchases, seen that they are used to touching and choosing their own products.