The supermarket industry in Kenya is rapidly expanding over the years with the rise of increasing competition from local and global retail players. There is change in customer demand, taste and preference and supermarkets have become innovative in collecting costumer information. However, there is a great opportunity for supermarkets in Nairobi County to advance a step further and use the data accumulated over time to come up with different database marketing strategies to enhance their organisation performance. The study sought to establish the influence of database marketing strategies on organisation performance. The study was informed by Strategic fit and Organisational learning models. Judgmental sampling techniques was used to collect data. A survey of supermarkets in 102 tier 1 and 86 tier 2 outlets was conducted with a response rate of 72%. The findings indicated customer retention strategy and market segmentation were key database marketing strategies used to influence organisation performance as observed by tier 1 and tier 2 outlets respectively. Recommendations from the study was that management should embark on gauging themselves with customer retention strategy best practices within the supermarket industry and strongly adopting market intelligence strategic aspects into their daily operations. As organisations encounter new market challenges, there should be gradual yet consistent database marketing strategy measures to support the overall retail business. This is by setting up and maintaining effective database marketing systems and structures. Suggestions for further research involved focusing on supermarkets beyond Nairobi County, accommodating other different sectors in the study and considering other database marketing strategies to be adopted.