The digitalization has provided the retailing business with a wide range of technologies and systems that has made it possible for retailers to connect with customers and do businesses in a new and efficient way. However, the new advanced technology has also provided some challenges such as higher competition and new demands from the customer. Since the customer is a vital part of the retail business and technology has become a big part of people and businesses everyday life, this study aims to create a richer understanding of the importance of digital technology for managing customer relations in the retail sector. By conducting interviews with owners and part owners of retail businesses the study was able to get an insight of their view on this matter. The result shows that the technology does not play the primary role but can be applied as an extension to the physical meeting and facilitate parts that constitute good customer relations.