As we entered the 21st century, companies became aware that, due to the rapid and continuous development of technology, globalization and changes that occur daily in the environment in which they operate, they will have to find new ways to connect and maintain contact with their customers. One of the new approaches that has developed in modern marketing is relationship marketing. The development of relationship marketing marked a re-marketing orientation aimed at establishing and maintaining relationships with business partners and consumers. Through marketing relationships, relationships with business partners and relationships with customers, ie consumers, are built, maintained and strengthened in such a way that the sales strategy is adjusted to each individual customer and each sales visit from the seller is planned in advance. Relationship marketing is an approach that Lidl has been using in its business for years. Over the past ninety years of doing business around the world, Lidl has achieved exceptional business results, all thanks to the quality and timely implementation of the business relationship marketing strategy and putting consumers in focus. It is evident that relationship marketing will become one of the most used approaches that companies will use in their business in the future. The opportunities that open up for the company through relationship marketing are really great, from expanding into new markets, building a respectable and well-known brand, increasing sales to additional funding for the development of new products and services.