CMR represents a bussines system, strategy and philosophy which puts the consumer in the centre of all bussines activities. The goal of CMR is to fulfill consumer expectations, to offer quality products and services in order to win their loyalty. Successful implementation of CMR system brings many advantages, including statistical report of a greater quality as well as more accurate sales estimates. Moreover, it enables employees more active and better quality of performance to fullfil their obligations and duties, as they will be enabled to grasp the ultimate goals of this process. In this process, we will present the CRM as the key component in conducting a successful bussines on a retail level, with the particular emphasis on Konzum, one of the leading market chains in Croatia. We will analyze Konzum usage of CRM in order to create better understanding of their customers habits, enhancement of the quality of services as well as increase in loyalty of their consumers, resulting with better positioning among the competition on the market.