GE A NEW CLASS Brochure
A NEW CLASS
Slate. Only from GE.
THE FINISH THAT
STARTED A
SENSATION
Not since the introduction of stainless steel, and its
meteoric rise in popularity, has the appliance industry
seen something like Slate. Introduced in 2012, the
GE-exclusive fi nish has taken off and sparked a new
class of appliance options. Based on sales, surveys and
reviews, Slate is a proven winner that fulfi lls the consumer
desire for something different from the standard white,
black or stainless. Something with an elegant, modern
appearance that’s easy to keep clean.
In just a few months, demand for more models in the
Slate fi nish came pouring in. GE responded with a line
extension in 2013 and 2014. Today, there is more Slate
product available than ever to help you appeal to every
style-savvy or budget-conscious consumer walking in the
door. Slate has the proven magnetic appeal and now you
have the model and package variety. The Slate sensation
has just begun!
RAVE
r
APPEARANCE
SATISFACTION
An incredible 97% of
Extremely satisfied
Very satisfied
Somewhat satisfied
Not very satisfied
Not at all satisfied
REVIEWS
GE conducted a survey of Slate appliance owners about
their purchase decisions and impressions after living with
the new fi nish. The results were overwhelmingly positive.
WHY SWITCH TO SLATE?
Consumers generally intended to buy stainless steel
appliances, but switched to Slate based on a number
of practical and aesthetic factors.
Doesn’t show
nd aesthetic facto
fi ngerprints
32%
consumers who purchased
a full Slate suite were
extremely or very satisfi ed
with the appearance of
97%
Slate and how it looks in
their kitchen. An equally
impressive 84% of
consumers who purchased
a few Slate appliances
responded the same.
Extremely satisfied
Very satisfied
Somewhat satisfied
Not very satisfied
Not at all satisfied
Like the appearance
Like the color/
appearance
Easy to clean and
keep clean
Would go with
existing décor
Something
different/unique
Like Slate better
than other colors
Stainless look w/out
fi ngerprints & smudges
Source: The Stevenson Company; May, 2013
28%
20%
16%
14%
12%
7%
4%
84%
Source: The Stevenson
Company; May, 2013
2%
1%
WHY SATISFIED?
36%
CONSUMERS WHO
PURCHASED
FULL SUITE
11%
3%
2%
61%
Many consumers agreed that their Slate appliance blends
with their kitchen and like the general look and color.
Matches with kitchen décor
Like the color
Doesn’t show fi ngerprints
Easy to clean
Like the Slate fi nish
Always looks clean
Looks unique/different
n and like the gener
37%
Like the look
22%
18%
18%
13%
11%
7%
7%
Source: The Stevenson Company; May, 2013
26%
CONSUMERS WHO
DID NOT PURCHASE
FULL SUITE
58%
MORE PURCHASED UP FRONT
In stark contrast to industry standards, Slate owners purchased
more products at once.
65%
Purchased
multiple products
V.S.
17%
Industry average
30%
Purchased
entire suite
V.S.
<
2%
Industry average
COMING BACK
FOR MORE
With so much consumer satisfaction regarding Slate, it’s
not surprising that a majority of those surveyed intended
to buy more in the future.
INTENT TO BUY MORE SLATE
7%
Yes
No
Not Sure
22%
CONSUMERS WHO
BOUGHT ONE
SLATE APPLIANCE
72%
7%
72%
TOP 10
CONSUMER TALKING POINTS
1
Naturally hides fi ngerprints, smudges and dirt
2
Easy to keep clean—no special cleaners needed!
3
Inspired by the rich texture of stone
4
Darker matte fi nish refl ects modern trends
5
Warm, inviting alternative to stainless steel
6
Unlike anything on the market today
Yes
No
Not Sure
28%
66%
Source: The Stevenson Company; May, 2013
CONSUMERS WHO
BOUGHT 2
SLATE APPLIANCES
+
7
Blends in beautifully with other appliance colors
66%
8
Unique and stands out in a full suite
9
Complements contemporary wall colors,
countertop materials and cabinetry fi nishes
10
Bold, brushed metallic touch points
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