Turning Social Media Comments into Customers: The Future of Grocery Foot Traffic with Oskar Wahlbäck & George Goodwin

Local grocers don’t need another “awareness-only” social tactic—they need sales. On this episode of GroceryPulse, host George Goodwin (4th-gen grocer & founder of Innovar Marketing) sits down with Oskar Wahlbäck, founder & CEO of Commentsell, to explore how European-style “reserve in comments” deals are transforming social media into a true sales channel.

Already powering 250+ stores in Sweden and Denmark—with 85,000+ campaigns and $170M in retailer revenue—Commentsell automates bookable discounts so that every Facebook/Instagram post can turn into guaranteed store traffic. Early U.S. pilots show 20–30% revenue lifts, proving this isn’t just a trend—it’s a powerful way for independents and small chains to compete.

You’ll hear:

• How “comment-to-reserve” campaigns create viral loops and measurable sales.

• Real examples, from strawberry surpluses to $60K+ energy drink drops.

• Why automation (not just marketing) solves the biggest pain for retailers.

• What U.S. grocers can learn from European retail culture.

📈 Key takeaway: Every comment can become a customer—and every social post a sales channel.

.00:00 Introduction to CometSelf and Swedish Innovations

03:01 The Birth of CometSelf: Oskar's Journey

06:01 Understanding Bookable Discounts and Their Impact

09:02 Driving Engagement Through Bookable Campaigns

12:10 Success Stories: Real-World Impact of CometSelf

15:00 Cost Efficiency and Marketing Strategies for Retailers

18:06 Automation and Efficiency in Grocery Marketing

20:58 The Importance of Customer Interaction and Personalization

23:52 Leveraging Social Media Algorithms for Retail Success

27:01 Future of Grocery Marketing: Trends and Innovations

30:54 Cultural Insights: Happiness in Sweden

34:45 Innovation and Education: The Swedish Approach

37:39 Grocery Retail: Comparing Sweden and the US

41:46 Expanding into the US Market

50:34 Sustainability and Waste Reduction in Retail

57:50 Innovative Sales Strategies in Grocery

59:53 Regional Differences in Grocery Experiences

01:03:06 The Power of Pre-Selling and Promotions

01:05:58 Exploring Other Retail Opportunities

01:08:58 Engagement and Trends in Social Media for Grocers

01:12:00 Cultural Insights and Personal Reflections

Key Takeaways (with helpful links)

• Bookable discounts turn engagement into guaranteed foot traffic.
  → Demo & case studies: https://commentsell.com

• Operational ease is the unlock. Automation beats after-hours comment wrangling.

• Start with perishable and vendor-backed deals. Build momentum, then scale daily.

• Measure comments → reservations → pickups → basket lift. Treat it like a sales pipeline, not “just social.”

• 🎧 Listen to GroceryPulse

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• 🤝 Connect with the Guests

  • Oskar Wahlbäck on LinkedIn

    oskar@commentsell.com

  • George Goodwin on LinkedIn

    george@innovaragency.com

    podcast@innovaragency.com

• 🌐 Book a Demo with Commentsell → commentsell.com

• • 🌐 Explore Innovar Marketing Agency → innovaragency.com
  • 🌐 Blog - Turnning Social Media Comments into sales