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Shopper Insights:Tools for Improving WIC Participant Centered Services

Melanie Hall M.S. R.D.

Presenter Disclosure

The following personal financial relationships with commercial interests relevant to this presentation existed during the past 12 months:

• Kellogg Company, Employee

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Are You a Marketer?

Marketing:

The action or business of promoting and selling products or services, including market research and advertising.

Social Marketing:

An approach used to develop activities aimed at changing or maintaining people's behavior for the benefit of individuals and society as a whole.

Tools of the Trade: Insights

Effective marketing strategies rely on a solid foundation of insights that lead to meaningful messaging, promotions, and events that influence the consumer’s journey towards positive behavior change.

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Objectives

At the conclusion of this session, participants will be able to:

• Define the differences between shopper insights and shopper behaviors/facts.

• Use WIC shopper research findings to identify critical touch points on a WIC shopper journey map.

• Use WIC shopper insight segmentation to create three ways to improve the WIC shopper journey in ways that will foster better utilization of food allowances.

Definition of an Insight

A spark of understanding on the part of a marketer regarding an unidentified or unmet need in the marketplace, or a new/ better way to satisfy an existing need.

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Example of an Insight

An insight is not about a product or service. It's about a consumer/shopper need that isn't being met as well as it could be.

InsightObservation

Gen Y spends more time on linethan on TV

Gen Y wants more control and customized

experiences than any other segment

Different Types of Insights

Category

Brand

Product

Retail Channel

Shopper

Consumer

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Digging for Insights

Ask WhyThen ask So What?

Translate Meaningful Answers into

Actionable Insights

Act on andShare the Insights

Active/PassiveObservation

Insights Guide Interventions

I don’t know how to choose fresh produce

I need salad

recipes my whole

family will enjoy

I will usually be

the only one eating salads

My family does not think

they are filling

It is hard to eat a salad

while everyone else

has hamburgers!

I want a guarantee

d experienc

e

I want it to taste great every time

Freshness

affects the

taste

Consume

salads

Consumer X does not make

salads

It takes too

long to make

There is too much

grating and chopping involved

It’s a pain to

clean all of

equipment

I don’t eat salads. But

I feel guilty I don’t eat

more vegetables

Why?

So What?

Meaning?

Why Important?

Why?

Why?

Why?

So What?

So What?

Why Important?

Meaning?

Why Important?

OBSERVATION

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Roadblocks To Insight Gathering

• Not enough time for the process• Status quo (we have to, category imposed rule)

• Poor perception of return on investment• Unclear objectives• Poorly constructed research path

– Failure to talk to the right consumers– In the right place– Or at the right time.

• Jumping to conclusions.• Eyes not open, needs to be a continuous process.

Qualitative Insight Gathering Strategies

Let the client lead you though their experience from their point of view. She’s the expert, you’re the student.

• In Home Ethnographies

• Shop-a-longs

Lower cost approaches include:

• Retailer shop-a-long partnerships

– Work with vendors to conduct shop a longs

• Fotonovelas

– Ask clients to make a photo diary of their shopping trip

• Audio diary

– Ask client with a voice memo app to

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The WIC Insight Gathering Process

Observe

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WIC Cereal Redemption

EBT Data

• TX 70% Cereal Redemption1

• MI 65% Cereal Redemption2

Quantitative Attitude & Use Study3

• Participants Report:

– Under redemption of cereal allowance (47%)

– Buying cereal with their own money

– Barriers to WIC cereal redemption:

• Not a brand the family likes (62%)

• Can’t be used in recipes (34%)

• Eat other foods for breakfast (12.5%)1. TX Food Redemption Report March-May 20132. Altarum Institute Future is Bright with WIC EBT3. IPSOS 2013 WIC A&U

Shopping Experience

Quantitative Attitude & Use Study1

• Participants Report:

– A WIC Friendly shopping experience is the primary driver of retailer choice

• Makes shopping for WIC easy

• WIC items are clearly marked

• Welcoming to WIC shoppers

– Barriers to WIC cereal redemption:

• Hard to add up to 36 oz. (40%)

• Hard to find size they want on the shelf (19%)

• Hard to find brand they want on shelf (13%)1. IPSOS 2013 WIC A&U

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Ask Why:

W5 Voices of WIC Insights Study

1. W5, Voices of WIC Insights Study, 2013

Health Perceptions

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Ethnography/SAL Findings: WIC and Cereal

WIC Moms attribute ingredients like fruits, whole grains, and nuts as healthy options. They also attribute health to certain brands

WIC Moms think many cereals that don’t meet FNS criteria should be included in the WIC food package.

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Taste Perceptions

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Ethnography/SAL Findings: WIC and Cereal

• A WIC Mom perception is that WIC cereals have less sugar and contain whole grain, but they did not identify any other benefits to the food.

• Moms perceive WIC cereals to have less flavor than non-WIC options.

• Some moms mentioned adding sugar on their own to make WIC options more appealing

“When they get to the WIC cereal, it’s because they don’t have the REAL cereal they like to eat. That’s when we eat the Rice Krispies, the Cheerios, and the Chex.”

Renee, Atlanta

RECIPES

SNACK

WIC Cereal Use

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How do WIC moms use cereal?

BREAKFAST FOOD

Typically for younger children

Finger food for beginning eaters

Afternoon for kids Evenings for moms

Breading chickenDesserts

More often for children

Quick, easy, convenient

Familiar brands and styles from

childhood

Ethnography/SAL Findings: WIC and Cereal

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Cereal Choice Insights

1. Emphasizing what’s missing in WIC cereals instead of their benefits, can make moms feel deprived.

2. WIC Moms are hesitant to purchase cereal they fear will go to waste if their family does not enjoy the taste.

3. Kid friendly cereals and cereal that make good finger foods or snacks are highly desirable.

4. WIC Moms tend to see cereal as having limited uses.

Now What?

Store Selection

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• Perception as a WIC-friendly store• Educated cashiers and customer service staff• Respectful staff• Help in the aisles• Flexibility at check out

• Proximity to home/work• Proximity to WIC office • Perceived ease of checkout• Lower prices

WIC shoppers typically select stores based on the following key factors:

Ethnography/SAL Findings: WIC Shopping Experience

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Top WIC Shopping Goals

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• Most WIC shoppers want their shopping to be done quickly and efficiently. • Future Pain Point?: WIC simplifies healthy choices to the point that WIC Moms are not prepared make the choices without guidance (i.e. the printed food list).

Ethnography/SAL Findings: WIC Shopping Experience

“My goal is [to have] the quickest shopping trip. It's not like you're browsing.”

Tedra, Houston • Many fear making mistakes with WIC-approved foods or quantities and strive to stay organized and plan ahead.

Barriers to Redemption:Aisle Confusion

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• The cereal aisle itself can be confusing with no intuitive organization.

• Poor labeling makes it hard to identify the correct items

— Moms don’t always have their food list with them.

• Approved foods can vary by store

Ethnography/SAL Findings: WIC Shopping Experience

“I don't think I ever considered the store as having a responsibility in helping me find WIC products.”

Tedra, Houston

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WIC Sections

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Shoppers said sections featuring only WIC products would be helpful and welcomed. Some stores had unmarked dedicated space to WIC foods for quick and easy pickup of essential items.

Ethnography/SAL Findings: WIC Shopping Experience

“At least every other visit, I will get something off the shelf that says WIC-approved and give it to the cash register and she’ll say ‘this is not WIC-approved.’ It creates a huge pain at checkout.”

Crystal, Atlanta

“I ask myself if it's worth it. Is it worth the hassle to put your self respect on the line when you’re waiting in line?”

J if Atl t

Cashiers

Cashier interactions play a large role in the WIC shopper’s satisfaction with the checkout process.

CASHIER PREFERENCES

• Educated about WIC approved products

• Educated about WIC EBT processing

• Treats the shopper with respect, does not look down on WIC purchases

• Speedy and efficient transactions without feeling rushed

• Friendly and welcoming

Ethnography/SAL Findings: WIC Shopping Experience

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Retailer Choice Insights

1. Moms will go out of their way for an efficient, WIC-friendly shopping experience.

2. Cereal is a challenging category due to overwhelming aisles when browsing and trying to add up to 36 oz.

3. WIC changes routine grocery shopping behaviors for Moms by limiting choices, sizes, and complicating checkout.

4. Social stigma causes some moms to justify their participation by only using WIC on the months they “really need it”.

Now What?

Translate Meaningful Answers into Actionable Insights

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Tools of the Trade: P2P/Journey Maps

A consumer’s “Path to Purchase” describes the experiences that influence their decision making process before, during, and after a shopping trip.

In social marketing, “Journey Mapping” follows a similar approach that identifies multiple touch points where client centered messaging, promotions, and events can influence behavior change

Example Shopping Journey Maps

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WIC Shopping Trips tend to have more “pain points” than non-WIC trips

Checkout, Some

retailers still

require separating

items

Choose line/cash

ier

Track monthly limits for WIC items,

Finding correct foods,

maximizing allowance

Accidental purchase of non-WIC items when using EBT card

Planning Successful use of foods

PAIN POINTPAIN POINT

Food Waste

PAIN POINT

CheckoutChoose line/cash

ier

Sticking to budget

or shopping

list

Accidently going over budget

Successful use of foods

PAIN POINT

Food Waste

PAIN POINT

Planning

WIC Trip

Non WIC Trip

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Journey Map Warm Up Exercise

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Checkout, Some

retailers still

require separating

items

Choose line/cash

ier

Track monthly limits for WIC items,

Finding correct foods,

maximizing allowance

Accidental purchase of non-WIC items when using EBT card

Planning Successful use of foods

PAIN POINTPAIN POINT

Food Waste

PAIN POINT

Consider: • Are there “WIC wins” that balance out WIC Trip pain points?

• Which touch points can local agencies have the most relevant impact through policy changes or education?

• Do opportunities to partner with retailers or food industry exist?

WIC Trip

Client Segmentation: Going Deeper than Demographics

• Segmenting your audience can help you ensure that the insight based interventions you create are relevant and highly effective.

– Segmentation does not mean excluding clients, but creating richer engagement with a specific subgroup.

– Successful engagement with the subgroup may result in the group spreading your message to other segments.

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WIC Mom Types Overview

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Three (3) WIC Mom types1 were identified based on their entry into the WIC program:

FIRST-TIME MOMS

EXPERIENCED MOMS

FORMULA MOMS

1. W5 Voices of WIC Insights Study 2013

First-Time Moms

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WIC Mom Types

FIRST-TIME MOMS

“When I was a new WIC mom it was overwhelming to shop. It was even more embarrassing [if you made a mistake].”Bree, Los Angeles

ENTRY: Sought out program to receive assistance

EDUCATION: Embrace educational opportunities from WIC offices (breastfeeding, recipes, etc.)

HEALTH: Greater interest in healthy eating and nutrition education

SHOPPING: Open to trying new products available through WIC, including cereal. Struggle more with actual WIC program navigation

MEAL/FOOD: Open to trying new uses for WIC-approved items

Key Characteristics: Openness, Education, Health

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Experienced Moms

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EXPERIENCED MOMS

“I used to bring the booklet with me when I shopped, but now I know what I need and what to plan for so it stays home.”

Cecilia, Houston

ENTRY: Enrollment and recertification are part of the “routine”

EDUCATION: Have established rules for defining healthy eating for their family

HEALTH: Understand and value healthy eating, but priority is meeting the taste preferences of their family members

SHOPPING: Shopping goal is speed and efficiency

MEAL/FOOD: Accustomed to WIC food lists (do not need their booklet) and tend to purchase the same items; not as interested in exploring new products

Key Characteristics: Convenience, Familiarity, Routine

Formula Moms

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FORMULA MOMS

“If I had to purchase the formula myself, I don't know how we could have done that.” Renee, Atlanta

ENTRY: Were at times referred to the program by doctors or other professionals

EDUCATION: Educational opportunities are part of the process of recertification; they have more frustrations with the process and fitting it into their schedule

HEALTH: Less aware/interested in information about health

SHOPPING: Goal is getting what they need at a lower cost

MEAL/FOOD: More frustrated with inability to purchase their “favorites” through WIC and sometimes splurge to get what they want

Key Characteristics: Taste, Minimize Disruption, Cost-sensitive

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Act on and Share Insights

Journey Map

Group Exercise

Group Exercise10-15 minutes

• Split into three groups

– First-Time Moms

– Experienced Moms

– Formula Moms

• Review the summary of WIC insights through the lens of your WIC mom type group

• Find 1-3 critical points in the WIC Journey map where your local agency can create service solutions that improve cereal redemption or cereal use

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Journey Map Exercise

WICProgram Awareness

WIC ProgramResearch

Clinic Visit

PreRetail Outlet

Retail Experience

Post Retail

Food Experience

Thoughts&

Feelings

Customer Experience

Service Solution

WIC and Retailer Choice

1. Moms will go out of their way for an efficient, WIC-friendly shopping experience.

2. Cereal is a challenging category due to overwhelming aisles when browsing and trying to add up to 36 oz.

3. WIC changes routine grocery shopping behaviors for Moms by limiting choices, sizes, and complicating checkout.

4. Social stigma causes some moms to justify their participation by only using WIC on the months they “really need

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Insight Summary

WIC and Cereal Choice

1. Emphasizing what’s missing in WIC cereals instead of their benefits, can make moms feel deprived.

2. WIC Moms are hesitant to purchase cereal they fear will go to waste if their family does not enjoy the taste.

3. Kid friendly cereals and cereal that make good finger foods or snacks are highly desirable.

4. WIC Moms have are interested in finding

Now What?

Now What?

Now What?

Now What?

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Solution Share Out

Questions?

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Thank You!