This paper assesses the strategic role of CRM in managing customer relationships in the supermarket retail sector. The main goal was to analyze how CRM enables companies to understand their users and inform strategic decisions. The research employed a multiple case study methodology of Walmart, Carrefour, Tesco, and Pão de Açúcar, supplemented by a quantitative survey. The results highlight that while customer satisfaction in Pão de Açúcar is high, loyalty remains low, especially among younger consumers, and customer choices are primarily driven by pragmatic factors like price and location. The conclusion is that CRM s is an essential tool for retention and personalization of customer experience.