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

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

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 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 Innovations03:01 The Birth of CometSelf: Oskar's Journey06:01 Understanding Bookable Discounts and Their Impact09:02 Driving Engagement Through Bookable Campaigns12:10 Success Stories: Real-World Impact of CometSelf15:00 Cost Efficiency and Marketing Strategies for Retailers18:06 Automation and Efficiency in Grocery Marketing20:58 The Importance of Customer Interaction and Personalization23:52 Leveraging Social Media Algorithms for Retail Success27:01 Future of Grocery Marketing: Trends and Innovations30:54 Cultural Insights: Happiness in Sweden34:45 Innovation and Education: The Swedish Approach37:39 Grocery Retail: Comparing Sweden and the US41:46 Expanding into the US Market50:34 Sustainability and Waste Reduction in Retail57:50 Innovative Sales Strategies in Grocery59:53 Regional Differences in Grocery Experiences01:03:06 The Power of Pre-Selling and Promotions01:05:58 Exploring Other Retail Opportunities01:08:58 Engagement and Trends in Social Media for Grocers01:12:00 Cultural Insights and Personal ReflectionsKey Takeaways (with helpful links)Bookable discounts turn engagement into guaranteed foot traffic. → Demo & case studies: https://commentsell.comOperational 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 GroceryPulseYouTubeSpotify Apple Podcasts 🤝 Connect with the GuestsOskar Wahlbäck on LinkedInoskar@commentsell.comGeorge Goodwin on LinkedIngeorge@innovaragency.compodcast@innovaragency.com🌐 Book a Demo with Commentsell → commentsell.com🌐 Explore Innovar Marketing Agency → innovaragency.com🌐 Blog - Turnning Social Media Comments into sales
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