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 that stores 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 that transmits the one or more marketing message;
• and
• a wireless computer that receives the one or more marketing messages, the wireless computer comprising:
• a card reader that identifies a user as a participant in a government benefits scheme;
• a display device that communicates benefits available under a subsidy program to a user;
• a processor in communication with the card reader and display device;
• and
• a utility that executes on the processor to display on the display device an analysis of benefits by performing functions of:
• displaying to the user at least a portion of a subsidized list and an out-of-pocket list;
• displaying to the user an option to claim or refuse to claim a benefit with respect to each individual product of more than one product in the subsidized list;
• and
• in response to receiving a first user input to refuse to claim the benefit for a selected individual product, moving the selected individual product from the subsidized list to the out-of-pocket list and displaying the selected individual product within the out-of-pocket list and displaying another unselected individual product in the subsidized list.