BACKGROUND The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) program is an important intervention for prevention and treatment of obesity and food insecurity, but participation has dropped among eligible populations from 2009 to 2015. Program satisfaction is integral to participant retention, and the retail experience is a vital component of program satisfaction. OBJECTIVE This article applies behavioral economics principles to explore the retail experience of WIC participants and ways in which it may be improved. DESIGN The authors designed and conducted semistructured interviews and focus groups with WIC participants. PARTICIPANTS/SETTING A convenience sample of WIC participants aged 18 years and older were recruited through WIC clinics in Texas, North Carolina, Oregon, and Illinois (n=55, 27 participants from four focus groups and 28 individual interviews). STATISTICAL ANALYSIS CONDUCTED Responses were analyzed qualitatively using principles of content analysis. RESULTS Challenges in identifying WIC-allowable items throughout the store as well as perceived stigmatization during the checkout process were the chief complaints. Study participants described a learning curve in successful use of WIC in retail environments over time. Study participants also reported acceptance of restrictions, such as a requirement to purchase the least expensive brand. CONCLUSIONS Dissatisfaction with the retail experience may lead to the underutilization of WIC benefits or program exit. Behavioral economics strategies that facilitate a better shopping experience, such as creating a section for WIC items in the store or improving in-store education, may improve the retail experience for WIC customers. Further research is needed to ensure such strategies are effective and do not contribute to stigma.

中文翻译：

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零售环境中的 WIC 接收者：评估客户体验和满意度的定性研究

背景 妇女、婴儿和儿童特别补充营养计划 (WIC) 计划是预防和治疗肥胖和粮食不安全的重要干预措施，但从 2009 年到 2015 年，符合条件的人群的参与率有所下降。计划满意度是参与者保留不可或缺的一部分，零售体验是项目满意度的重要组成部分。目标 本文应用行为经济学原理来探索 WIC 参与者的零售体验以及可以改进的方式。设计 作者设计并与 WIC 参与者进行了半结构化访谈和焦点小组。参与者/设置 通过德克萨斯州、北卡罗来纳州、俄勒冈州和伊利诺伊州的 WIC 诊所招募了 18 岁及以上的 WIC 参与者的便利样本（n=55，来自四个焦点小组的 27 名参与者和 28 次个人访谈）。进行的统计分析 使用内容分析的原则对回答进行定性分析。结果 在整个商店中识别 WIC 允许的物品以及在结账过程中感知到的污名是主要的抱怨。研究参与者描述了随着时间的推移在零售环境中成功使用 WIC 的学习曲线。研究参与者还报告接受限制，例如要求购买最便宜的品牌。结论 对零售体验的不满可能导致 WIC 福利未充分利用或计划退出。促进更好购物体验的行为经济学策略，例如在商店中为 WIC 商品创建一个部分或改进店内教育，可能会改善 WIC 客户的零售体验。需要进一步研究以确保此类策略有效且不会造成污名化。