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Never-touched products: how to find them and what to do
Every range has products that sit on the shelf all week without a hand reaching for them. Sales data shows they did not sell; pickup data shows whether anyone even looked.
Definition
A never-touched product is a product on the shelf that draws almost no pickups over a period. It is different from a slow seller: a slow seller is picked up and put back, while a never-touched product is not picked up at all. That points first to where it is and how it is shown, and only then to the product itself.
Slow seller or never touched?
| Signal | Slow seller | Never-touched product |
|---|---|---|
| Pickups | Many | Almost none |
| Put-back rate | High | Too few pickups to tell |
| First thing to check | Price, sizes, the product up close | Placement, visibility, facing and lighting |
What to try, in order
Check it is really there
Is the product on the shelf in every store, in the colours listed?
Check it can be seen
Height, facing, what stands in front of it, lighting.
Move it in one store first
Try a better position and compare pickups before and after.
Put it next to a strong seller
Beside a product of the same family that shoppers already pick up.
Then decide
If a better position still draws no hands, the range review has its answer before a markdown does.
Good to know
- Per colour. A model can do well while one colour is never touched; look at colours separately.
- Per store. A product never touched in one store and picked up in another points to that store's layout, not to the product.
- Give it a fair period. A product that has just arrived needs time before it counts as never touched.
Questions
Can GoTrack tell marketing which products are examined, and for how long?
Yes. It reports pickups per product and variant, average hold time, put-back rate, products compared together and never-touched products. It measures how long a product is held, not how long someone stands in front of it.
Does GoTrack work for chains with many branches?
Yes. Several stores and brands are managed from one panel, reports are split per store, and every store device's health is monitored remotely.
Can we test a new product placement with GoTrack?
Yes, as a before-and-after comparison: move a product to a new shelf zone or fixture and compare its pickups, hold time and put-backs with the period before. GoTrack shows the change; it does not run statistical tests for you.
Find the products nobody reaches for.
We will show you the report on products like yours.
or write to info@gotonom.com