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
🤝 Connect with the Guests
oskar@commentsell.com
george@innovaragency.com
podcast@innovaragency.com
🌐 Book a Demo with Commentsell → commentsell.com