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Identify evidence-based strategies for SNAP-Ed to target SNAP-authorized retailers to improve consumer purchases of healthy foods. Mixed-methods study to explore feasibility of implementing behavioral economic strategies. The Market Basket Assessment Tool (MBAT) was used to measure frequency of low-cost nutritious foods. Virginia SNAP-authorized retailers in low-income census tracts or with high SNAP redemption. Shop Smart, Eat Smart (SSES) is a 2-phase program; first building demand of existing healthy foods within SNAP-authorized retailers that score 15/40 or more on the MBAT, then supporting optional supply changes to increase healthy inventory. In phase 1, retailers choose from a "menu" of strategies based on research findings. Strategies range from signage to food demonstrations. In phase 2, technical assistance will be offered to facilitate inventory changes. The MBAT is used for baseline and follow-up food audits. In addition to measuring inventory changes, adoption rate, and potential reach, each strategy is complemented by a set of evaluation questions gathering retailer perspectives of impacts on consumer purchasing. The logo included the most popular, low-cost items featured in participating stores within the MBAT study; including bananas, canned green beans, eggs, canned tuna, and peanut butter. In-store marketing and consumer engagement materials found to be the most feasible by retailers were created; including shelf-talkers, posters, grocery store tours and scavenger hunts, food demonstration resources, floor arrows, and yard signs. In FY2018, seven stores implemented strategies within Virginia with the potential reach of 95,726 individuals and an average MBAT score of 33.6. This study explored the feasibility of implementing strategies to promote healthier purchases. While SSES has the potential to reach large numbers of consumers and existing partnerships are promising, ongoing data collection is needed to determine impact. SNAP-Ed. [ABSTRACT FROM AUTHOR]