Integration of WIC items and transactions into personal shopping devices

A system comprising:

• a short-range transmitter in a predetermined product area in a store;
• a storage device for storing one or more marketing messages in the short-range transmitter, wherein the one or more marketing messages are associated with one or more specific products located in the predetermined product area;
• a transmitting device for transmitting the one or more marketing messages to a wireless computer;
• a card reader for identifying a user as a participant in a government benefits scheme;
• and
• a display device for communicating benefits available under a subsidy program to a user.

A computer program product in a computer-readable medium comprising:

• a computer-readable medium;
• instructions on the computer-readable medium for positioning a short-range transmitter in a predetermined product area in a store;
• instructions on the computer-readable medium for storing one or more marketing messages in the short-range transmitter, wherein the one or more marketing messages are associated with one or more specific products located in the predetermined product area;
• instructions on the computer-readable medium for transmitting the one or more marketing messages to a wireless computer;
• instructions on the computer-readable medium for identifying a user as a participant in a government benefits scheme;
• and
• instructions on the computer-readable medium for communicating benefits available under a subsidy program to a user.