That starts with retail execution. WithConsumer Goods Cloud, PepsiCo’s field sales reps make every store visit count. Consumer Goods Cloud gives them everything they need to work with precision — from planograms ensuring product placement aligns with strategy, to store-specific merchandising instructions for events like the Super Bowl. Reps can also track share-of-shelf metrics and confirm promotions are executed correctly. Built-in route planning and visit tracking help reps spend their time where it matters most.

But not every store gets a visit. To support smaller, lower-volume retailers, PepsiCo usesService Cloud to deliver consistent service at scale. These retailers can contact B2B service reps through an online service portal for help with orders, merchandising, and more. All of these interactions are tracked and handled through Service Cloud, and details from each case are added to the retailer’s unified profile. This gives PepsiCo’s teams a comprehensive view of each retailer’s order and service history. Service Cloud also runs PepsiCo’s consumer-facing call centers, which creates a consistent service experience for every retailer, no matter the channel.

Reliable delivery is another crucial piece of the puzzle — and one that requires constant coordination. That’s whereSalesforce Field Service comes in. PepsiCo owns the vending machines, coolers, and refrigerators that keep their products cold in stores, and the trucks that deliver them. Field Service helps manage the work orders, dispatching, and maintenance needed to keep everything running. “PepsiCo operates one of the largest private fleets in North America,” said Dohnalik. “Most of those Frito and Pepsi trucks you see on the road? They’re ours. It’s a vast network, and Field Service helps us manage it more efficiently.”

While teams are working in stores,Marketing Cloud helps PepsiCo stay connected with retailers. With nearly the full Marketing Cloud stack in use, the company delivers personalized messages to retailers across multiple channels including SMS, WhatsApp, and email — and uses Datorama to track performance in real time and optimize campaigns across channels.

To keep growing sales and strengthen retail partnerships, PepsiCo is rolling out a new trade promotion management (TPM) tool within Consumer Goods Cloud. Replacing legacy systems, the new TPM tool will give key account managers a single place to manage promotion timing, pricing, and product mix for top retailers like Walmart and Target. WithMuleSoft integrating enterprise resource planning data across the business, teams can work from a single source of truth and make faster, smarter decisions about where and how to invest.

“Regardless of the complexity of the go-to-market mosaic, we’re really looking for that digital channel enablement and retailer experience to come to life through our relationship with Salesforce,” Dohnalik said.

Behind the scenes, the powerhouse for PepsiCo’s global operations isData Cloud. It brings data from across their apps and platforms together and makes it usable in near-real time, without copying or duplicating it.

Data Cloud harmonizes the data from PepsiCo’s Salesforce apps with the data from their internal solutions like consumer and store DNA and household panel data from spreadsheets, which is brought in by MuleSoft. Data Cloud’s zero copy architecture gives teams access to data where it lives. Instead of physically moving it, Data Cloud uses live connections to external systems — keeping data current and operations efficient.

With a complete view of each customer and store, PepsiCo can segment audiences by preference, location, or buying habits in real time — and take action using Marketing Cloud and other tools. The same segmentation also powers smarter trade promotions, helping field teams identify top-performing stores and fine-tune offers based on real demand. “We know where our consumers are and we know what’s moving,” Dohnalik added. “We can incentivize them digitally to actually be more interested in our innovation, whether it’s pricing or loyalty programs that we’re offering them.

Now that PepsiCo has unified apps and a strong data foundation to support ongoing strategic improvements, they’re focused on delivering always-on support withAgentforce — the agentic layer of theAgentforce 360 Platform. Starting with PepsiCo’s North America and Latin America call centers, Agentforce will give smaller stores that don’t always receive in-person visits the same level of fast, intelligent service as larger accounts. Retailers will be able to access Agentforce through an online portal for live chat or over the phone using Agentforce Voice — whatever’s easiest for them.

Agentforce’s deep integration with Consumer Goods Cloud, Service Cloud, and Data Cloud will enable it to tap into real-time product catalogs, promotions, inventory, and retailer sentiment data — all refreshed constantly through PepsiCo’s enterprise data foundation. It’ll also pull from knowledge articles to answer specific questions, like how to clean a soda machine or stock a new display.

This breadth of context will make Agentforce well-equipped to handle routine inquiries like “Where’s my order?” or “Why did I only receive 80 items instead of 100?” If it detects frustration, profanity, or complex issues, it’ll seamlessly escalate to a live rep. 

With Agentforce expected to handle nearly all basic-level inquiries, PepsiCo’s sales and service teams will be able to spend more time focusing on high-value opportunities. “Embracing an AI-first world means reimagining an enterprise where humans and intelligent agents don’t just coexist, they collaborate,” said Athina Kanioura, Executive Vice President, Chief Strategy and Transformation Officer. “With Agentforce, rich data is enabling better decision-making and efficiency across our organization, paving the way for a more resilient, future-ready enterprise.”

As a bonus, PepsiCo expects Agentforce to boost engagement and make it easier to hear directly from retailers. Right now, just 3% of retailers take the time to fill out a survey after a call. With Agentforce, sharing feedback will be a faster, simpler process — which will hopefully mean more retailers are likely to weigh in.

PepsiCo’s longstanding relationship with PwC is streamlining their implementation journey.PwC worked closely with PepsiCo to design a five-year roadmap with Salesforce that includes multiple use cases for AI-driven service — from TPM and equipment servicing for coolers and other assets, to next-generation marketing analytics and personalization. This approach, which includes capabilities like predictive ordering and voice biometrics, is expected to boost productivity while reducing costs.

PepsiCo plans to deploy Agentforce across their global network of over 100 contact centers next and is already exploring about 20 future use cases, from personalized product recommendations to AI-generated planograms. 

“AI is reshaping our business in ways that were once unimaginable,” said Ramon Laguarta, Chairman and CEO. “This collaboration with Salesforce is another step toward a more connected and adaptive PepsiCo — deploying AI to unlock smarter and faster decision-making, fuel innovation, and power sustainable growth.”