It may be hard to believe but the simple Universal Product Cost found on nearly every consumer product has been in use since the mid-1960s. But today it is used for more than simply providing a products price. Omni-channel describes how the barcode is now used to provide information to both consumers and manufacturers as products make their way through the supply chain, according to Melanie Nuce, vice president of GS1 US, the company that administers the UPC barcode. This type of information includes such things as inventory control and product reorders as well as interacting with consumers to provide improved customer loyalty and increased sales. The data provided by barcode swiping at various stages of the distribution process can be analyzed and used to improve efficiencies and profitability.