The management of customer relationships plays an important role in the success of a company. In particular, the recovery of lost customers is gaining increasing significance in this context. Falk Ritschel examines the implementation of a strategic customer recovery management in brick-and-mortar retail. To this end, the classic process of customer recovery is expanded by taking into account the specific characteristics of physical retail. The empirical study and the resulting key figures provide important insights for implementation in retail practice.