A customer-centric approach to retailing is widely acknowledged as a fundamental business strategy. However, many retail businesses encounter difficulties in fully implementing this model. The objective of this study is to identify the factors that contribute to this discrepancy. In order to gain a deeper insight into the current perceptions of customer-centric retailing, a random sample of 250 customers and 25 retail employees in the Klang Valley was surveyed. The food and beverage sector, which experiences a notable amount of viral marketing activity, was the focus of the study. Thematic analysis indicates that viral marketing has the potential to exert a significant influence on customer-centric retail practices, particularly in terms of shaping brand engagement with consumers, reputation management, and sales strategies. The relationship between customer-centric retailing and viral marketing is contingent upon the creation of positive customer experiences that prompt individuals to disseminate those experiences through informal channels. When retailers prioritise understanding and addressing customer needs, they foster a sense of respect and satisfaction among customers, increasing the likelihood that those customers will promote their positive experiences to others – the very essence of viral marketing. However, various factors, such as organisational culture, leadership, technology, and the operational challenges unique to the retail industry, present obstacles that prevent a more effective adoption of a customer-centric approach.