WIC Online Ordering: Opportunities and Issues to Consider During the COVID-19 Pandemic

Published: June 2021

Publisher: Healthy Eating Research

Authors: Zimmer MC, Kovalsky E, Anderson Steeves E

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The Click & Collect model is a three-step process for placing a WIC grocery order online, then picking it up and paying for it at the store. This model for online ordering could be an opportunity, during the COVID-19 pandemic and beyond, to address certain challenges to WIC shopping and benefit redemption. A pilot study in Tennessee found that this online ordering model was feasible and acceptable to both WIC participants and WIC vendor staff, as well as sustainable and scalable. This brief presents findings from the study and suggestions from WIC participants and grocery retailer staff to improve the Click & Collect model. It describes opportunities for online ordering to address challenges to WIC shopping and benefit redemption, and issues for researchers and retailers to consider when implementing WIC online ordering in their community.

Check out an infographic on the Click & Collect model (available in English and Spanish)

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Keywords: Grocery store, Supermarket, Women, Infants, and Children (WIC)

Focus Area: Nutrition Policy & Programs

Age Groups: Pregnant women, infants and toddlers (ages 0 to 2), Preschool-age children (ages 3 to 5)

Resource Type: Research Brief

State: Tennessee

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