• Shoppers most concerned about glass cleanability, resilience and temperature range
• Results shape Dealer Education Program to help dealers grow their business
March 3, 2011 (at the Hearth, Patio & Barbeque Expo in Salt Lake City, UT) - Residential hearth shoppers are primarily concerned with the cleanability, resilience and temperature range of hearth and stove glass, according to the first ever SCHOTT ROBAX® Glass-Ceramic Dealer Survey. Over two hundred hearth and stove dealers from all regions of the United States and Canada responded to the August 2010 survey conducted by the manufacturer of SCHOTT ROBAX®, heat-resistant transparent glass-ceramic used in many fireplaces and stoves.
Dealers responded that common questions they receive from customers include “how quickly the glass-ceramic gets dirty and how to clean it,” “will [the glass-ceramic] break if it gets hot” and “how hot will [the glass-ceramic] get.”
Other findings included that efficiency, safety and aesthetics are the top three reasons customers purchase fireplaces and stoves with ceramic glass panels. The survey also found that three out of four dealers use energy efficiency or “green” information in their marketing and sales efforts, highlighting the growing importance of eco-friendly home and hearth products in the marketplace.
SCHOTT has already used the results of the Dealer Survey to inform the development of the Atmosfire™ Dry Wiper, a new specialized cleaning pad for ROBAX® glass-ceramic. After identifying shoppers’ top glass concern as cleanability, SCHOTT worked with OSCAR WEIL GmbH to create a new sponge that cleans ROBAX® glass-ceramic safely and easily without needing chemical cleaning fluids or water and all the while without scratching the glass. The Atmosfire Dry Wiper is on display at in the HPBExpo New Product Pavilion and at SCHOTT HomeTech’s HPBExpo booth #2633.
SCHOTT is also using the survey results to shape its Dealer Education Program that is designed to better equip small retailers to maximize their sales on fireplaces and stoves made with SCHOTT ROBAX® glass-ceramic. The initiative is focused on helping dealers learn how to talk to their customers about the uses and benefits of high-quality, high-tech SCHOTT ROBAX® glass-ceramic.
“Small hearth and stove dealers have been especially affected by the economic downturn and SCHOTT wants to help them maximize every sales opportunity that walks through their door,” said Karen Elder, Marketing Manager of SCHOTT HomeTech North America. “Our Dealer Education Program emphasizes the importance SCHOTT places on working with hearth and stove dealers to grow their business. These survey results will help us design the best program for retailers and arm them with the tools to succeed.”
About the Survey’s Methodology
The SCHOTT ROBAX® Glass-Ceramic Dealer Survey was conducted by SCHOTT between August 1 – August 26, 2010. More than 1200 HPBA hearth dealers from across the United States were mailed a hard copy survey and invitation to respond online. SCHOTT, one of the leading manufacturers of glass-ceramic for high heat hearth and stove applications, commissioned the survey.