Use of a mixed-method approach to evaluate the implementation of retention promotion strategies in the New York State WIC program

•Staff found the standardized curriculum for orienting participants to shop for WIC foods helpful.•The Pictorial Foods Card (PFC) was the easiest strategy to implement.•The Guided Shopping Tours strategy was the most challenging to implement.•The PFC increased participants’ awareness of the variety of WIC-allowable foods.•Participants found the tips offered by staff helpful when shopping for WIC foods.