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Pleasant Point WIC Online Shopping Feasibility Study

 

Project Description

In early 2023, the Pleasant Point Health Center, an Indian Tribal Organization (ITO) serving the Passamaquoddy Tribe in Northern Maine, contacted the Center for Nutrition and Health Impact (CNHI) to support their FY22 WIC Shopping Experience Improvement Grant, funded by the United States Department of Agriculture’s Food and Nutrition Service (USDA FNS). The primary focus of this partnership was to conduct a feasibility study for potentially implementing online shopping within Pleasant Point’s Special Supplemental Nutriton Program for Women, Infants and Children (WIC). With a goal of retaining participants within their WIC program, and as the last remaining WIC ITO in New England, Pleasant Point WIC staff wanted to understand participant perspectives towards WIC online shopping and how it could be effectively implemented with existing WIC-authorized retailers. 

 Feasibility Study Overview

CNHI collaborated closely with Pleasant Point WIC staff, employing a design thinking and co-creation approach to conduct a modified Delphi process. Data was collected through listening sessions with key user groups, who would be essential to the success of a potential WIC online shopping project. Key user groups included local vendors, technology partners, and WIC staff. Pleasant Point WIC staff supported CNHI in all stages of study, from design to interpreting the findings. 

Additionally, interviews with WIC participants were carried out to better understand participant needs and preferences for an online shopping solution. Participant and potential implementation partner insights were instrumental in developing a tailored implementation plan to guide Pleasant Point WIC through the next steps in making online shopping available to its WIC participants. 

 
 

 Our Findings

“I think it’s easier for parents with small kids, honestly. I do a lot of grocery pickups, so I can’t use my WIC online, but I can go in the store and taking them in the store even to get that is like, “I want this, I want that.” It’s a lot more stretched out when I have to take kids in with me opposed to picking up an order. Ordering it online, they could just do it from their phone and then go and pick it up or whatever.”
— Pleasant Point WIC Participant

See below for findings from our interviews and learning sessions with WIC participants and potential implementation partners.

For questions or more information, please contact the research team at: wic@centerfornutrition.org 

Pictured above: Pleasant Point and CNHI team members at the 2024 National WIC Association Annual Education and Training Conference in Chicago. Left to right: Elizabeth Churchill (Pleasant Point), Terri Lord (Pleasant Point), Dr. Mayra Crespo-Bellido (CNHI), Sarah Kersten Murry (CNHI), Chelsea Hollowell (CNHI).

 Dissemination

Information about the study and partnership was presented at the 2024 National WIC Association Annual Education and Training Conference in Chicago and was featured on the WICShop+ resource center through a webinar. Slides from the webinar can be found at:  https://www.wicshopplus.org/resource-library/promoting-equity 

If you are interested in learning more about how CNHI can support your agency in implementing WIC online shopping, please complete the WICShop+ Connect With Us form to request assistance.