This paper aim was to see and explore the use of situational factors on the example from real life, or in this case on the example of a drugstore. The aim of the paper was to find out how situational factors were used on this particular example and whether the retailer in this way influences customer behavior while buying. While observing all situational factors, especially those of the physical environment, it was equally observed to see their impact and it was concluded that location in this case plays a very important role for several reasons, from the fact that dm is located in the mall, to the fact that there are many secured parking spaces. Also, color is one of the more important factors that may not affect the in-store purchase itself, but evokes dm’s memory and memory due to the use of such colors. Also, their application highlights promotions, discounts and additional benefits, thus attracting customers and encouraging them to the desired behavior. Interior design has also proven to be one of the successful factors precisely because of its simplicity, which then directly affects the very atmosphere of the store. On some of the situational factors the retailer should pay more attention to, or simply make sure they are used well. At the end of the paper, the marketing implications are given, respectively the way in which some disadvantages could be corrected.