Channel silos
Store, web, marketplace, and care each hold a different shopper picture, then campaigns and agents amplify the mismatch at purchase and return.
Retail & consumer goods · omnichannel · CPG · DTC · brownfield rescue
Keep discover, purchase, fulfill, and loyalty on one shopper and account graph. Salesforce for retailers and CPG brands that still run POS, OMS, ERP, and inventory as systems of record
- Consumer Goods Cloud for retail-account planning, trade-adjacent workflows, and field execution beside honest ERP handoffs
- Commerce Cloud and Marketing Cloud for shopper journeys that respect inventory and offer governance
- Service Cloud and Loyalty Management for store and digital care queues on the same shopper record
- Data 360 and MuleSoft for POS, OMS, and inventory freshness; Agentforce for retail ops assistance only, with humans on price, refunds, and offers
Omnichannel retailers and CPG brands lose margin when loyalty, service, and stock truth live in different tools. SynconAI designs Salesforce as the engagement and orchestration layer with honest POS, OMS, and ERP boundaries, edition honesty, and runbooks your COO can defend.
- Discover → purchase → fulfill → loyalty
- POS / OMS / ERP stay systems of record
- Human gates on price, refunds, and offers
Proven Success With
Pressure we surface early
Channel silos, loyalty that ignores stock truth, service queues that fight the store
Failure modes we surface early: e-commerce and store channels that disagree on the shopper, loyalty engines that never see OMS inventory, store and digital service queues that cannot share case context, and CPG trade promo calendars that live apart from retail-account CRM. Agent helpers that invent refunds or offers without a human gate make the gap worse.
Loyalty vs OMS stock truth
Points, tiers, and offers fire without inventory freshness SLAs, so agents promise what the warehouse cannot ship and finance cannot reconcile.
Store vs digital service queues
Contact centre and store associates cannot see the same order, return, or loyalty state, so SLA clocks reset and shoppers repeat their story.
Trade promo vs account CRM
Trade calendars and funding live in spreadsheets while retail-account planning sits in CRM, so field execution and HQ reporting never share one plan of record.
Segments we design for
Omnichannel, CPG, DTC, and brownfield: four ways retail actually operates
A multi-banner retailer, a CPG brand, a DTC brand, and a rescue program do not share one backlog template. Scoreboards differ: omnichannel conversion and loyalty, retail execution and trade ROI, cart-to-fulfill cycle time, and spine honesty after go-live. Tap a segment to pre-scope the conversation form.
How we read the platform shift
Agentforce for retail operations, with humans on price, refunds, and offers
Executives increasingly expect AI agents inside the CRM suite, not only copilots beside it. For retail and consumer goods, that means Agentforce assisting service intake triage, knowledge retrieval, order-status prep, loyalty FAQ for agents, and internal SOP copilots on live Service Cloud and Loyalty records. SynconAI scopes topics and actions after process ownership is clear, and keeps human approval on pricing, promotions that create contractual commitments, refunds beyond policy, and personalised product advice that implies obligation. See our Agentforce services for how we design governed copilots that ops leaders can run.
Week one discovery
Three questions we ask in week one
Before configuration starts, we pressure-test shopper and retail-account ownership, POS and OMS system-of-record boundaries, and the pilot metrics retail and CPG leaders will actually steer on. Delivery phases come later; these answers decide whether a pilot is honest.
01. Who owns the shopper and retail-account graph?
Which team owns shopper identity across store, web, and loyalty, retail-account planning for CPG, and RACI across marketing, commerce, care, and field before any automation scales?
02. What stays in POS, OMS, ERP, and inventory?
Which stock, order, fulfillment, and financial posting facts remain authoritative in POS, OMS, ERP, and warehouse systems of record, and which engagement facts live in Salesforce only?
03. What falsifies the pilot?
Which discover-to-purchase conversion, fulfill cycle time, loyalty redemption accuracy, or retail-execution metrics must move for a defined cohort before we expand banners, brands, or regions?
Proof for retail, commerce, and CPG leaders
Architecture for discover-to-purchase, fulfill SLAs, loyalty retention, and care operations, with POS, OMS, ERP, and inventory boundaries written down.
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Years of experience
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Salesforce certifications
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Weeks to pilot-ready in typical sandbox scope
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Cross-cloud patterns we reuse across engagements
Care and loyalty operations
CRM as the engagement layer, POS and OMS as systems of record
Day-to-day care and loyalty work runs on cases, knowledge, entitlements, order status, and loyalty balances, not on a slide that claims CRM replaces inventory. We implement Service Cloud and Loyalty Management as the coordination surface, with integration contracts that keep POS, OMS, ERP, and inventory authoritative for stock, fulfillment, and financial posting. That honesty is what keeps fulfill and loyalty reporting credible after go-live.
When associates and contact-centre agents share one shopper graph, Service Cloud becomes the contract-aware care surface: order status, return adjacency, loyalty entitlements, and completion flows that still reconcile to OMS and inventory when those remain systems of record.
What we actually build
Workload patterns on governed retail and CPG programs
These are the operational areas we most often wire with integration contracts and lifecycle clarity before configuration scales. They reflect how retail COOs, commerce leads, and CPG account teams describe work along discover → purchase → fulfill → loyalty, not a licence checklist pasted from a product page.
Discover & engage
Shopper graph · journeys · offersMarketing Cloud and Data 360 patterns for shopper and retail-account engagement: audiences, journeys, and offer eligibility that share one identity story before cart or loyalty commits.
Purchase & order capture
Commerce · Consumer Goods CloudCommerce Cloud and Consumer Goods Cloud for cart, checkout, and retail-account order capture with clean handoff into OMS and ERP without losing order context.
Fulfill & returns visibility
Status · exceptions · inventory honestyOrder, ship, and return status on the shopper graph with written contracts into POS, OMS, and inventory. CRM orchestrates engagement; stock and fulfillment remain systems of record unless your architecture says otherwise.
Store & digital care
Cases · knowledge · SLA clocksService Cloud intake across store associate and contact-centre queues, entitlements, and escalation with identity rules in place before Agentforce topics touch live queues.
Loyalty & retain
Loyalty Management · renew · repeatLoyalty Management with Marketing and Service so tiers, points, and save offers share the same shopper graph care already trusts, not a separate spreadsheet of invented balances.
Interfaces & identity
POS · OMS · ERP · Data 360MuleSoft or native integration patterns plus Data 360 identity where purchase and loyalty depend on governed profiles your architects can explain.
Scope of delivery
What we deliver for retail & consumer goods
From operating-model clarity to run-state operations on Consumer Goods Cloud, Commerce Cloud, Marketing Cloud, Service Cloud, Loyalty Management, Data 360, and MuleSoft, scoped with RACI, integration SLAs, and pilot exit criteria your COO can review.
Retail programs stall when CRM, POS and OMS boundaries, and discover-to-loyalty paths stay vague. We scope Salesforce with integration SLAs, pilot gates, and change control on one roadmap your steering forum can defend.
Architecture & discovery
Discover-to-loyalty flows, object model, and honest edition checks with your account executive before backlog commits.
CRM & shopper path
Shopper, retail-account, order, and care patterns aligned to how you sell in store, on web, and through trade, not a generic product catalogue alone.
Integration & data
POS, OMS, ERP, and inventory feeds via MuleSoft or native patterns; identity in Data 360 where your architecture supports it. Adjacent Data 360 programs when lineage needs hardening.
Governance & change control
Access reviews, retention, and change control so Salesforce stays defensible after go-live, including Agentforce topic ownership.
Enablement
Role-based training for merchandisers, care leads, store coordinators, CPG field teams, and admins who own configuration, not one-off superusers.
Managed services
Run-state backlog for releases, integrations, and analytics refresh, optionally with managed services.
Agentforce & digital labor
Operations copilots on CRM records: intake, knowledge, order-status prep, and summary, scoped with human approval on price, refunds, and offers. See Agentforce services.
Partnership criteria
Why teams choose SynconAI for retail on Salesforce
Global SIs sell transformation narratives. Boutiques sell speed. SynconAI sells architect-led discover-to-loyalty on Salesforce with honest POS, OMS, ERP, and inventory boundaries, edition-aware backlog, and runbooks ops leaders can operate after hypercare. Learn more about our Salesforce consulting partner approach.
SoR-aware delivery
POS · OMS · ERP · inventoryWe respect point of sale, order management, ERP, and warehouse systems of record while making CRM the engagement, care, and loyalty workflow system executives actually use.
Delivery geography
AU · USAustralia and United States hubs with shared playbooks for omnichannel retail, CPG brands, e-commerce and DTC, and rescue programs.
Pilot discipline
Exit criteriaTime-boxed pilots with measurable fulfill cycle time, care SLA, and loyalty redemption metrics, not open-ended transformation language.
Cross-cloud honesty
Licences & editionsWe tie backlog to what your tenant can run today, including Consumer Goods Cloud, Commerce, Marketing, Service, Loyalty, and Data 360 entitlements.
Governance partners
Risk & auditRACI for schema, integration, and Agentforce topic changes your second line can defend in an audit or board review.
Long-term operator
After hypercareSame architects for backlog, release alignment, and integration monitoring, not a handoff to a generic queue that never saw discovery.
Honest scoping
Backlog mapped to the edition you actually own
SynconAI does not sell licences. We do stop steering decks from assuming entitlements your tenant cannot run. Your account executive and contract stay authoritative; we translate requirements into phased delivery finance and operations can approve without rework mid-build.
Enterprise foundations
Core shopper and care data models, a defined discover or purchase path, and portal or case foundations when phase one is CRM discipline, not every automation on the roadmap.
Unlimited & automation scale
Extra automation headroom, storage, and AI features where your risk review allows. We match sandbox strategy and regression scope to how fast your release train actually moves.
Agentforce & data bundles
When Flex Credits, Data 360, Slack, or analytics entitlements are in contract, we sequence agents and production topics after grounding and governance, not before offer and refund approval rules are signed.
Adjacent needs such as lifecycle nurture, Slack coordination for care and store teams, or deeper Data 360 work share the same change-control RACI so retail CRM does not become a silo.
Before programs scale
Risks we close early on retail programs
CRM becomes a liability when shopper identity, order rules, and integration contracts are vague. Objections we hear often: "We already have OMS," "CRM tried to replace inventory before," "AI will invent refunds." We partner with commerce, care, and IT on data governance and SLAs so Agentforce stays in operations scope, not unsupervised offer experiments.
Duplicated shopper records
Account and contact resolution before portals, agents, or loyalty plays touch production data.
Ungoverned offers and refunds
Commerce, care, and finance aligned on what each channel may quote, refund, and commit before automation scales.
Fragile POS / OMS feeds
Contracts, retries, observability, and owner RACI so outages do not become silent data drift between purchase and fulfill.
Pilot metrics nobody trusts
Evaluation sets, sampling, and steering readouts before additional banners, brands, or regions go live.
Order status in chat only
Guardrails so copilots support intake and documentation hygiene, not off-record shopper commitments outside CRM.
Over-privileged automation
Permission sets, sharing, and guarded flows so flows and agents cannot read or write outside approved scope.
Need a governed data layer first? We deliver Data 360 programs alongside retail CRM when identity and lineage need hardening.
Discuss readinessJourneys
Shopper and account journeys with clear system boundaries
Omnichannel retail, CPG brands, e-commerce and DTC, and rescue programs share one requirement: a single shopper and retail-account graph with written rules for what stays in POS, OMS, ERP, and inventory versus Salesforce. We tailor phase-one scope to your segment instead of shipping a generic template that ignores how you discover, purchase, fulfill, and retain.
- DiscoverMarketing, Commerce discovery, and Data 360 segments
- PurchaseCommerce and CG Cloud order capture beside POS rules
- FulfillService + OMS and inventory contracts; returns adjacency
- LoyaltyLoyalty Management with human gates on offers and refunds
SynconAI journey spine for retail workshops. Agentforce assists ops inside these stages; it does not invent unsupervised price or refund decisions.
Discover to cart for retail and DTC
Shopper engagement, merchandising, and cart hygiene on Marketing and Commerce Cloud before inventory promises harden and backlog fights the warehouse.
Purchase and OMS handoff
Order capture and status without forcing CRM to own stock or financial posting when POS, OMS, and ERP remain systems of record.
Fulfill, returns, and care at scale
Service Cloud case intake, entitlement clocks, and knowledge for store and digital care lines that live or die on throughput and first-contact resolution.
CPG account and field execution
Retail-account planning, trade-adjacent workflows, and field execution on Consumer Goods Cloud. Context on the visit matters: account history, planogram adjacency, and contract entitlements, not only a task subject.
Loyalty retain and repeat
Loyalty Management with Marketing and Service views that reflect purchase and care status so redemption and save offers are not fought over mismatched balances.
Marketplace and banner expand
Shared shopper identity, order visibility, and care entitlements across banners and marketplaces tied to inventory and finance signals your ops teams already trust.
Reference architecture
Engagement record, POS and OMS, and data platform
CIO and enterprise architects need one diagram that shows where Salesforce ends and POS, OMS, ERP, and inventory begin. We design for Salesforce Well-Architected outcomes: Trusted, Easy, and Adaptable. We document how Salesforce objects, Data 360 (Data Cloud), and MuleSoft-led integrations relate to your commerce catalog, order management, warehouse, and ERP repositories so finance and IT share the same contract language. Every pattern depends on edition, region, and GA status; your account executive and release notes remain authoritative.
SynconAI reference topology for workshops. Aligns with Salesforce Architects diagrams language; edition and region still govern what you can configure.
SynconAI retail topology
Shopper · retail-account identityParty resolution, banners, and loyalty membership
Commerce · Consumer Goods Cloud · MarketingDiscover and purchase engagement without owning stock ledgers
Service · Loyalty · ExperienceCare, returns adjacency, tiers, and portals on the same graph
Data 360 · MuleSoftProfiles, activation, and integration contracts to commerce and warehouse
AgentforceOps copilots with human gates on price, refunds, and offers
POS · OMS · ERP · inventorySystems of record for stock, fulfillment, and financial posting
Governance · auditSchema RACI, release windows, and Agentforce topic change control
Governed AI
Agentforce for retail care and loyalty operations
Operations assistance, not unsupervised offers or refunds
Accounts, cases, orders, and loyalty history still live on your CRM data model; Agentforce is how Salesforce surfaces governed assistants on top. We redesign the workflow first, then scope agents using topics, actions, and instructions your risk committee can name: care intake triage, knowledge retrieval, order-status prep, loyalty FAQ for agents, case summarisation, and internal SOP copilots. Model outputs that affect price, promotions, refunds, or contractual language require human validation before they reach a shopper. Purchase decisions should follow capabilities that are GA in your edition and region. Details on our Agentforce services page.
Intake & triage
Route and classify inbound care and loyalty requests with topics and actions that never commit price or refunds without a named approver.
Knowledge & summary
Retrieve approved SOPs and summarise case or order context for agents and associates who need throughput, not guesswork.
Order-status assist
Support order-status prep and loyalty FAQ for Service Cloud objects your teams already own, still reconciling stock truth to POS and OMS.
Evidence for steering forums
CRM Analytics, Tableau, and operational KPIs
COOs and care leaders need discover-to-purchase signals, fulfill cycle visibility, loyalty redemption accuracy, and service performance fed by governed datasets and documented refresh SLAs. We do not invent conversion or margin metrics from CRM alone when POS, OMS, and ERP remain the commercial backbone.
Discover-to-purchase visibility
Journey, cart, and exception queues so marketing and commerce stop arguing from different spreadsheets and conflicting status views.
Fulfill and care SLA performance
Backlog, clock breaches, and channel mix so store and contact-centre leads can tune staffing and self-service deflection.
Integration monitoring
Latency, error budgets, and replay discipline for POS, OMS, ERP, and inventory interfaces, surfaced the way operations already reads service dashboards.
Governance & operating model
Who owns CRM, commerce systems, and AI changes after go-live?
Enterprise buyers ask what happens when the partner leaves. We document RACI across marketing, commerce, care, loyalty, finance, and IT, including written boundaries for what stays in POS, OMS, ERP, and inventory versus Salesforce, and who approves schema, integration, Agentforce topic, and access-review changes. Shield and security patterns are scoped for audit, not checkbox theatre. Change control starts with shopper identity: evaluation sets, rollback owners, and commercial sign-off before production topics go live.
Change control
ReleasesPromotion paths, regression suites, and blackout windows that respect peak retail calendars and loyalty campaign freezes.
Access reviews
QuarterlyEvidence packs for privileged roles, integration users, and break-glass accounts your auditors can follow.
Agentforce RACI
Topics & actionsOwners for prompts, tools, evaluation sets, and rollback when quality drifts in production.
Pair retail CRM with a governed data program when identity and lineage need hardening before scale. See Data 360 services.
Plan governance workshopDelivery method
How we deliver retail Salesforce programs
Six beats we repeat on every engagement: transparent gates, no surprise scope, from discovery through operate. Transformation leads get a roadmap, RACI, and pilot exit criteria, not a never-ending slide. Same method as our broader Salesforce consulting practice.
Discover
Discover-to-loyalty flows, POS and OMS inventory, loyalty gaps, and pilot success measures with commerce, care, and finance in the room.
Design
Object model, shopper path, inventory contracts, and loyalty journeys signed off by business and IT before build starts.
Build
Sandbox-first Commerce, Service, Loyalty, Consumer Goods Cloud, and integrations with reusable test assets your admins can extend after go-live.
Test
Scenario suites, UAT with operations, and sampling plans before production traffic hits live queues or store associates.
Deploy
Phased banners, brands, or channels; monitoring hooks live; rollback rehearsed with a named command centre.
Operate
Hypercare, release alignment, integration monitoring reviews, and backlog for analytics and Agentforce updates. Optionally continue with managed services.
Client reviews
What clients say about our communications, media & technology work
Anonymised outcomes from governed rcg Salesforce and Agentforce programs with SynconAI.
Salesforce Select Partner16+ architect certificationsDelivery across Sydney, USA & India
Omnichannel retail service on Salesforce
“SynconAI kept POS and OMS as systems of record and still gave our care team one shopper graph. Loyalty and returns stops fighting stock truth.”
Head of Customer CareDirector of Customer Care
CPG field and account execution
“Consumer Goods Cloud finally matched how our field team works with retail accounts. Integration contracts stayed boring after go-live.”
Retail Execution LeadHead of Retail Execution
Governed Agentforce for retail ops
“Agentforce stayed limited to ops assistance with human approval on refunds and offers. Risk signed off without slowing the pilot.”
CRM Program OwnerVP Digital Experience
Frequently asked questions
Retail & consumer goods on Salesforce, answered.
Straight answers about Salesforce for omnichannel retail, CPG brands, e-commerce and DTC, and brownfield rescue across Australia and the USA.
Salesforce is the engagement and commercial orchestration layer across discover, purchase, fulfill, and loyalty: Consumer Goods Cloud for account and field execution, Commerce and Marketing for shopper journeys, Service Cloud for care and returns adjacency, Loyalty Management for rewards, and Data 360 plus MuleSoft when identity and inventory or order feeds must stay governed. POS, OMS, ERP, and warehouse systems usually remain systems of record unless your architecture explicitly consolidates those domains.
Usually no. Most retailers and CPG brands keep point of sale, order management, inventory, and ERP as systems of record. Salesforce owns the shopper and retail-account graph, campaign and loyalty engagement, service cases, and many B2B account workflows. Integration contracts keep order, stock, and fulfillment status honest without pretending CRM is the inventory ledger.
Retail chains emphasise omnichannel shopper journeys, store and e-commerce service, loyalty, and returns. Consumer goods brands emphasise retail-account planning, trade promotion adjacency, field execution, and distributor or broker motions. We keep one platform spine and vary objects, journeys, and reporting to the operating model.
We scope Agentforce to operations assistance: service intake triage, knowledge retrieval, order status prep, loyalty FAQ for agents, and internal SOP copilots. Pricing, promotions that create contractual commitments, refunds beyond policy, and personalised product advice that implies obligation stay under human approval.
POS and e-commerce platforms, OMS and inventory, ERP and finance, loyalty engines or card hosts, CDP adjacency, telephony or CCaaS, and sometimes warehouse or 3PL feeds. We prefer MuleSoft or native patterns with freshness SLAs, retries, and observability.
Topics and actions are limited to approved knowledge and operational steps. Outputs that affect price, promotion eligibility, refund amounts, or contractual language require human confirmation. We separate client-facing agents from internal copilots and log where retail risk requires it.
Phase one usually covers a defined shopper or retail-account path, service or loyalty surface if in scope, identity rules for Data 360, and the first POS or OMS integration contracts. We exit with pilot criteria, RACI, and a roadmap rather than a never-ending transformation slide.
Yes. SynconAI delivers architect-led Salesforce programs for retail and consumer goods organisations across Australia and the USA, with the same governance method and local commercial follow-up.
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