This studdy deals with the topic of customer communication. The studdy will discuss a bit more about communication and its features, as well about market communication. Promotion, as an essential part of the marketing mix, will be described through its constituent parts such as sales improvement, publicity, public relations, direct marketing and advertising. Of course, advertising, as well as advertising media, will be more detailed explained because it is one of the most common ways companies attracting buyers. Consumer behavior is influenced by social and personal factors, that factors also influance on purchasing decisions. In addition, it will be explained meaning of shopper management, because it relates specifically to the communication of retail chains with customers, as discussed in the case study in this paper. Furthermore, in the case study, eight of the most well-known retail chains in Croatia, five grocers shops, and three specialized drugstore chains will be selected and described. The studdy will analyze promotional activities they take on in Croatia and how they interact with customers.