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Informing customers to sell more

Videos to teach about WIC benefits

Dearborn Fresh Supermarket wanted to help clients understand how to fully use of their benefits. To inform customers, they uses an in-store TV to play short videos that explain the types of items covered by different WIC benefits. When the store learns of benefits that are particularly confusing for WIC customers, they make a new video to help explain how that WIC benefit may be used.

 

Custom signs to help customers locate WIC products.

As part of a WIC shopping survey project, Michigan WIC surveyed WIC clients to learn about their experiences. While many WIC customers shared how much they appreciated the effort Dearborn Fresh made to have a variety of clearly labeled WIC foods, one customer said they still had difficulty finding WIC cheeses, juice, and bread.

Dearborn Fresh Supermarket used this feedback to create signs with graphics showing exactly which foods in each category are WIC eligible. Near the cheese section of the store, a customer can see a sign showing pictures of all the flavors and sizes of cheese the store carries that can be bought with WIC. There are similar signs near the breads and juices. The response for these signs has been very positive, encouraging customers to make a purchase with confidence.  It's like having a food guide just for their store!

signs over bread display
dearborn fresh cheese signs
dearborn fresh juice signs
dearborn fresh canned goods

Consistent labels to guide shopping

Shopping while navigating a list of eligible foods can sometimes feel overwhelming. There are many options to make shopping for WIC foods easier by clearly identifying which foods are approved. Dearborn Fresh posted their own clear and easy-to-understand labels from Spartan Nash throughout the store. Michigan WIC also supplies WIC-approved labels, which stores can request via the online form.

Whether it’s cheese, whole grain bread, juice, or infant foods, when shopping at Dearborn Fresh you'll find these products clearly identified with a WIC label. This way, customers can quickly spot the items they need without second-guessing whether they meet WIC’s eligibility criteria.

Preparing cashiers for transacting WIC benefits

WIC benefits are given to clients in specific quantities, some of which can be confusing. For instance, when a WIC benefit shows 4 quarts of 1%, ½%, skim milk, how many gallons is this? Dearborn fresh made helpful tips for their cashiers explaining how to make sense of these benefits in terms of products offered in their store. These tips were placed in binders at the register so cashiers feel prepared to make successful WIC transactions.

 

Commitment to making WIC shopping stress-free

Navigating WIC’s benefits can sometimes be daunting, especially for first-time shoppers. Extra effort on the store's part can turn what can be a stressful experience into a stress-free one. Dearborn Fresh has offered to share their resources with other stores in the state who are interested in making the extra effort. You can also contact the Michigan WIC office for additional ideas to improve the shopping experience.