homedepotca.zendesk.com · Web viewThe Home Depot Canada STYLE SHEET FOR PRODUCT MARKETING CONTENT...

The Home Depot CanadaSTYLE SHEET FOR PRODUCT MARKETING CONTENT

CONTENTS

CHECKLIST FOR ONLINE SKU REQUIREMENTS.....................................................................................2

ANATOMY OF THE HOMEDEPOT.CA PRODUCT INFORMATION PAGE (PIP)..........................................3

NUMBER AND MEASUREMENT GUIDELINES.......................................................................................4

PRODUCT NAME AND MARKETING COPY...........................................................................................6

PRODUCT FEATURE / BENEFIT BULLET STATEMENTS..........................................................................8

PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.CA..........................................................................8

HTML COLOUR TABLES...................................................................................................................... 9

PRODUCT FILE FORMAT AND REQUIRED ASSETS................................................................................9

Last Updated: January 2017 Data Standard: Artificial Turf & Putting Greens of 10

CHECKLIST FOR ONLINE SKU REQUIREMENTS

ARTIFICIAL TURF & PUTTING GREENS – ALL PRODUCTS

REQUIRED

Accessories

Accessories are recommended for this category. Please limit the number of accessory items to 12 or fewer.

Collections

Collections are recommended for this category. Please attempt to limit the number of items in the collection to 12 or fewer.

Coordinating Items

Coordinating items are recommended for this category. Please attempt to limit the number of items in the coordinating group to 12 or fewer.

Images and Assets

Alternate images are recommended for this category.

Video

Product videos detailing model-specific features preferred.Refer to Vendor Onboarding Guide for more details regarding Product Video requirements.


ANATOMY OF THE HOMEDEPOT.CA PRODUCT INFORMATION PAGE (PIP)Helping our customers get more out of their home improvement projects is what The Home Depot Canada is about. It’s only natural to express that helpfulness with a genuine and friendly voice. We don’t talk at customers. We talk to them. We strive to remain Best in Class and our wish is that your items uphold the same standards.

As you create the marketing components associated with your product information, use the perfect SKU example below to ensure your products are picture-perfect, optimizing the customers shopping experience.

NUMBER AND MEASUREMENT GUIDELINES

Keep the measuring system consistent with what is supplied by the vendor (metric if they use metric, imperial if they use imperial). Keep your measurements consistent as either decimals or fractions within category attributes, product name, bullets and marketing copy. Do not alternate using decimals and fractions.


Spelling Out Numbers - Do not spell out numbers in bullets, unless the number precedes another number (i.e. 100W bulb). Exceptions to this rule are phrases that include a number which is not being used in a numeric sense (i.e. zero tolerance).

Numbers Preceding Numbers – When indicating a number of items that are also preceded by measurements in numbers (i.e. 100W bulb), spell out the number that precedes the numeral (i.e. four 100W bulbs). However, if the number preceding the number is greater than the number 10, then you do not have to spell it out (i.e. 60 12 oz. cans).

Whole Numbers with Fractions – A whole number with a fraction should be written with the whole number first, followed by the top number of the fraction, a forward slash, then the bottom number. Do not include spaces between characters (i.e. 10 1/2-inches D Pot). When showing ranges, use the word “to” between the measurements (i.e. 3 1/2-inches to 5 1/2-inches).

Four-Digit Numbers and Larger – Four-digit numbers and larger should include a comma between the first and second digit, indicating the “thousands” place (i.e. 1,500W). Larger numbers should also include commas as necessary. Do not use “K” to indicate the thousands place (i.e. 15K – it should read 15,000).

Battery Quantities – Battery quantity and type should be listed without a hyphen between the quantity and battery type (i.e. 4 AAA batteries).

Units of Measure (UOM) - Should typically be lowercase, abbreviated and with a period (i.e. 2 ft.). Exception: Always spell out and hyphenate “-inch” or “-inches”.

Unit of Measure (UOM) Description ExampleInches and Feet Always use “-inch” or “-inches” for inch/inches when

the measurement is used as an adjectiveUse “inches” when simply listing a measurementUse “ft.” for foot/feetUse a period after the abbreviationDo not use hash marks (”or “) to represent inches and feet Never use a hyphen between the number and “ft.” (this does not apply to “-inch”)Always use “cu. ft.” for cubic feet

7 ft. 10-inch x 10 ft. Evanston Saturn Ivory Area Rug

Dimension Abbreviations Use a space and then the abbreviations “L,” “W,” “H,” “D” or “Dia” when indicating length, width, height, depth or diameterThey should always be capitalized (“Dia” should have an initial cap)The “x” between dimensions should always be lowercase with a single space on either side of it

72-inches H x 96-inches W Essential Plus Closet Kit in Classic White

Metric Measurements Always use lowercase abbreviations, except for litres, which is signified by an uppercase “L”. Always put a space between the number and unit of measure (except for litres). Use a hyphen if the measurement is used as an adjective (except for litres).● Length: mm, cm, m, km● Mass: g, kg● Liquid Volume: mL, L

Space between boards is 2 cm20-mm gapStain and scale remover (1L)

Pounds Do not use the pound sign (#) to represent pounds when referring to weightUse “lb.” or “lbs.” with the period

600 lb. Capacity Heavy Duty Folding Platform Cart

Ounce and Fluid Ounce Always use mL or L (milliliter or litre). Canadian consumer market is not used to ounces and fluid ounces.

236 mL Compact Black Sensor Pump for Soap Lotion or Sanitizer

Gallon and Quart Always use L (litre). Canadian consumer market is not used to Gallon and Quart

1.4 L Liquid Laundry Detergent Original Scent Bottle

Watts, Volts and Amps Always use the “60W”, “9V”, “20 amp” or “60Hz” options (amp should be capitalised in a product headline)

12-inch 20V Electric Cordless Trimmer/Edger10-inch 2.2 amp Corded Electric String Trimmer75W Equivalent Soft White Circline CFL Light Bulb


Always use “Ah” for amp HoursUse a space and “kW” for kilowatt and “kWh” for kilowatt hours

Horsepower Always use "HP"Never use a period after the abbreviationNever use a hyphen between the number and "HP"

10,000 Watt 16 HP Gasoline Powered Electric Start Portable Generator with Wheel Kit Included

Temperature and Degrees Use the degree symbol and not the word “degree(s)” when indicating degrees, either in temperature or for anglesDo not use spaces between the number, the degree symbol, and either “F” or “C,” indicating Fahrenheit or Celsius

Outdoor temp range down to -39.8°FSuper sharp 23° Streaker Point

Percentages Always use the percent symbol (%) instead of the word “percent” Do not include a space between the measurement and the percent symbol

30% Residential Energy Efficient

Exponents Do not use the shorthand for repeated multiplication (i.e. mm², 52, etc.)Always use the abbreviation for the exponent (mm sq.-inch cu., etc.)

Strips and cuts 20 - 30 AWG Solid ( 1/20 - .14 mm sq.)


PRODUCT NAME AND MARKETING COPYPRODUCT NAMEThe headline is a maximum of 100 characters long.

The product name formula supports the best experience by allowing customers to quickly locate specific products of interest at the category page view without having to load the product detail page to confirm type of product.

DO NOT include the manufacturer brand name in the product name. The manufacturer brand name must be entered in the MFG Brand Name attribute during data collection and will be automatically added to the Product Name when the information is displayed on homedepot.ca.

Always capitalise headings. Avoid using punctuation in headings, with the exception of full-stops to indicate abbreviations (e.g. 30 cu. ft.) and dashes where needed (e.g. Door-in-Door Style).

Imitate spelling and capitalisation of vendor’s product name; for exampleiON Snow Blower with EcoSharp® battery

MAX Lithium-Ion batteries

NiCad batteries

A note on ENERGY STAR®: displayed in all CAPS with a registered trademark symbol in all instances

Product Name Legend Items in brackets [ ] are considered required elements of the product name Items in parentheses { } are considered desired and may only be supplied if it is applicable to that product Items in quotations “ “ are to be added as listed

Artificial Grass and Turf:Product Naming Formula{Series} + [“Indoor” or “Outdoor” or “Indoor/Outdoor”} + [Precut or Sold by Length] + [Width ft. "x" Length ft. or Weight lb.] + ["Artificial Grass or “Synthetic Lawn Turf"] + {Features “UV-resistant”, “Frost-resistant”, “Fire-resistant”, “Heavy Duty”, Perforated”} + {Quantity if more than 1 "(-Pack)" or "Bags per Pallet"}

Product Naming ExampleJade 50 3 ft. x 8 ft. Precut Artificial Grass for Outdoor Landscapes

Classic Premium 65 Spring 15 ft. x 15 ft. Precut Artificial Grass for Outdoor Landscapes

Pet/Sport 60 7 ½ ft. x 10 ft. Precut Artificial Grass for Outdoor Landscapes

Putting Green or Golf Practice:Product Naming Formula{Series} + [Indoor or Outdoor} + [“Precut” or “Sold by Length”] + [Width ft. "x" Length ft. or Weight lb.] + [" Golf Practice or Putting Green" or “Synthetic Lawn Turf"} + {Features “UV-resistant”, “Frost-resistant”, “Fire-resistant”, “Heavy Duty”, Perforated”} + {Quantity if more than 1 "(-Pack)" or "Bags per Pallet"}

Product Naming ExamplePutting Green 56 6 ft. x 8 ft. Precut Artificial Grass3 ft. x 8 ft. Indoor/Outdoor Pro Synthetic Turf Golf Practice Putting Green

Accessory:Product Naming Formula{Series} + {Size} + {Material} + [Accessory Type] + [Product] + {Colour} + {Quantity if more than 1 “(-Pack)"}

Product Naming ExampleRegulation In-Ground ABS Plastic Golf Cups in White (2-Pack)Plastic Putting Green Cup Insert in White (2-Pack)Starball Golf Practice Putting Cups (2-Pack)


MARKETING COPYThe overview is a 1000-character description of the product, laying out its features. This will be provided by the vendor, but should be amended for style and accuracy. Full sentences MUST be used (no bullet points, lists, etc. are allowed to appear in the Overview).

The brand name and product name should also be called out within the Overview and must match that of the product headline. Model numbers are not required.

All use of the words “we”, “our/ours” should be removed - this is copy written from the perspective of the vendor/manufacturer, rather than the voice of Home Depot.

MARKETING COPY EXAMPLEPlay like a pro on the most realistic and challenging indoor/outdoor putting greens in the world. ProPutt 9 ft. x 15 ft. Indoor Outdoor Synthetic Turf 5-Hole Golf Practice Putting Green is a 92 oz. synthetic nylon, engineered for 1 thing, "putting realism" that has not been seen before off the course. It plays like real bent grass, so the ball rolls true at country club speed. Chip on it and create custom breaks. The holes are placed to utilize the entire green with lots of long challenging putts. This putting green is designed for gamerooms, offices,

patios, poolside, or 10x10 convention booths.PRODUCT FEATURE / BENEFIT BULLET STATEMENTSFEATURE BULLET RANKING AND EXAMPLES

A minimum of 3 bullets is required for products in this category (maximum of 6 bullets). You may add more features if they are relevant to the product.

If you come across features that are not listed below but you feel they are important to the customer, please first try to combine it with an existing feature below or you may add it separately.

Do not include punctuation at the end of the bullet (no periods or semi-colons). Do not spell out numbers even when beginning a bullet. The only exception to this rule is when two numbers follow each other;

always spell out the first number.

Note: Only use the following feature bullets (that are applicable) listed in the sequence orders below:

1. General Width, Length, and Thickness of Rolls feature and benefit3 ft. W x 9 ft. L x .5-inch Thick

15 ft. W x Customer Order Length x .5-inch Thick

2. REQUIRED FOR CUSTOM LENGTH PRODUCTS:This is a Custom Order - orders are sold in increments of 1 ft. To order: place order and set order quantity to the desired length (ft.) of your turf. EXAMPLE: if your order is for 10 ft. you will need to add a quantity of 10 to your cart and you will receive turf that is 10 ft. in length x stated width.

3. Minimum Order RequiredMinimum order: Quantity 2 (2 Ft. x 15 Ft. section of turf)

4. Colour feature and benefitCentipede turf has 2 different colour blades for an incredibly natural colour and UV stabilized to keep it that way

5. Application/Use feature and benefitIndoor/Outdoor use, such as game rooms, offices, patios, poolside, and more

6. General Construction feature and benefit2-tone tweed 3/4-inch twisted nylon filaments tufted into a 4-layer

8. Design feature and benefitStarball cups work exactly like real golf holes; energy absorber in middle of cup stops golf ball in hole

Centipede turf has 2 different colour blades for an incredibly natural colour and UV stabilized to keep it that way

Infill designed for use with synthetic grasses and lawns for a perfect installation

Will not absorb any odors from pet waste or chlorine

9. Convenience feature and benefitEasily transportable using the velcro strap, included

Create breaks easily by placing 12x12 zip-lock freezer bags filled with 1 1/2 cups of sand under putting green

10. Design feature and benefitStarball cups work exactly like real golf holes; energy absorber in middle of cup stops golf ball in hole

Centipede turf has 2 different colour blades for an incredibly natural colour and UV stabilized to keep it that way

Ceramic coated silica sand will not fade, stain, or absorb odors, the cleanest infill available


backing, heat set and sheared smooth to 1/2 in and coated with a non-skid hex rubber subsurface

Turf backing has a black polypropylene coating, which stops weeds, adds strength, and gives turf extra life

7. Residential/Commercial feature and benefitResidential and commercial use

Residential use only

11. Installation feature and benefitPutting Green rolls out perfectly flat and Starball Indoor/Outdoor cups install easily in seconds

12. Infill Requirements/Suggestions feature and benefit1250 lbs. will infill approximately 600-800 sq. ft. of synthetic grass

Calculations for infill are 1.5-2 lbs. per sq. ft. of lawn, depends on blade and thatch ratio of your lawn

13. Warranty feature and benefitDefective manufacturer's warranty

8-Year warranty

PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.CATo ensure an optimum customer experience on homedepot.ca, the following product image requirements have been established.

SIZE All images must be at least a minimum of 1000 pixels x 1000 pixels

PHOTOGRAPHY: All products must be digitally photographed out of the package with the exception of products that are typically represented in the

package, such as extension cords, fasteners, etc. If an image is shot in the packaging, both the front and the back of the package should be shot to include any marketing copy or disclaimer included on the packaging. This is to be assessed on an as need basis by the vendor, merchant and homedepot.ca.

Main product images should only feature the product. No props or additional products (assortment groupings) are allowed within the primary image area. Alternate images of the product are encouraged to convey “lifestyle” images, and alternate views of important product features.

People and pets must not appear in any product image. Images must represent the correct colour of the product.

BACKGROUND/BORDERS: The product should be professionally presented on a white background. This can be accomplished by photographing the product

on a white background or outlining the product image live area and placing it on a white background. The background colour for product images should be #FFFFFF [Hex], 255, 255, 255 [RGB] or 0 [CMYK]. Acceptable alternatives for

white products are #F5F5DC R 245, G 245, B 220 (see HTML colour table below). The product contrast should be adjusted to ensure that the image has clarity and sharpness and is not washed out. The product should be centered inside the designated image area, with a buffer of comfortable white space around the product. A

product that is taller than it is wide will have less white space at the top and bottom than it does on the right or left. A product that is wider than it is tall will have less white space on the right and left than it does on the top and bottom.

Do not put a stroke (outline) or shadow around the image. All image canvas corners must be squared at a 90-degree angle.

HTML COLOUR TABLESHTML Colour Table 1

Name Sample Hex Triplet RGB CMYK

White #FFFFFF R-255 G-255 B-255 C-0 M- 0 Y- 0 K- 0

Beige #F5F5DC R-245 G-245 B-220 C-0 M- 0 Y- 10 K- 4

PRODUCT FILE FORMAT AND REQUIRED ASSETS


FILE FORMAT and NAME Images should not have any writing on them. Image files MUST be in JPEG format. The format for naming your asset should enable users to quickly associate an asset to an item. 40 Character MAX - Name file names without any spaces (use underscores _ instead) – ensure each image name is unique and

contains a shortened version of the product description. Example: Stok_quattro_grill_123.jpg All PDFs must be in English and French in 1 document. For example, Instructions Manual PDF should be 1 PDF file with both

English and French translations.


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