Barcodes are widely used around the world in many contexts. In stores, UPC barcodes are pre-printed on most items other than fresh produce from a grocery store. This speeds up processing at check-outs and helps track items and also reduces instances of shoplifting involving price tag swapping, although shoplifters can now print their own barcodes. Barcodes that encode a book's ISBN are also widely pre-printed on books, journals and other printed materials. In addition, retail chain membership cards use barcodes to identify customers, allowing for customized marketing and greater understanding of individual consumer shopping patterns. At the point of sale, shoppers can get product discounts or special marketing offers through the address or e-mail address provided at registration.