The Home Depot Canada
STYLE 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 9
HTML COLOUR TABLES 9
PRODUCT FILE FORMAT AND REQUIRED ASSETS 10
Last Updated: January 2017 Data Standard: Pools, Spas, Hot Tubs, & Supplies Page 10 of 10
CHECKLIST FOR ONLINE SKU REQUIREMENTS
POOLS, SPAS, HOT TUBS, & SUPPLIES – ALL PRODUCTSREQUIRED
Accessories
Accessories should be added when applicable. 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
The preferred number of alternate images for this category is 3.
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.
Last Updated: January 2017 Data Standard: Pools, Spas, Hot Tubs, & Supplies Page 10 of 10
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 adjective
Use “inches” when simply listing a measurement
Use “ft.” for foot/feet
Use a period after the abbreviation
Do 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 diameter
They 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 cm
20-mm gap
Stain and scale remover (1L)
Pounds / Do not use the pound sign (#) to represent pounds when referring to weight
Use “lb.” or “lbs.” with the period / 600 lb. Capacity Heavy Duty Folding Platform Cart
Milliliter / 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
Litre / Always use L (liter). 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)
Always use “Ah” for amp Hours
Use a space and “kW” for kilowatt and “kWh” for kilowatt hours / 12-inch 20V Electric Cordless Trimmer/Edger
10-inch 2.2 amp Corded Electric String Trimmer
75W Equivalent Soft White Circline CFL Light Bulb
Horsepower / Always use "HP"
Never use a period after the abbreviation
Never 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 angles
Do 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°F
Super 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 COPY
PRODUCT NAME
The 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 example
iON 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
Pool Cleaning Tools:Product Naming Formula
{Series} + {"Battery Powered" or "Robotic"} + [Pool Cleaner type]
Product Naming Example
Dolphin DX3 Robotic Pool Vacuum
Pool Ladders:
Product Naming Formula
{Series} + {Ladder Type} + [“Pool Step” or/and “Pool Ladder”]
Product Naming Example
Premium A-Frame Above Ground Pool Ladder in Taupe
Hot Tub and Spa:
Product Naming Formula
{Series} + [Seating Capacity "#-Person"] + [Hot Tub or Spa Type] + ["Hot Tub"] + {"with" Feature(s)}
Product Naming Example
Rio Grande 4-Person Inflatable Hot Tub
Pool Chemicals:
Product Naming Formula
{Series} + {Weight lb. OR Capacity lt. or ml.} + [Pool Chemical Type] + [Product] + {Quantity if more than 1 “(-Pack)"}
Product Naming Example
Summer 1 gal. Algaecide
Pool Covers:
Product Naming Formula
{Series} + {Width ft. "x" Length ft.} + [Shape] + {Thickness} + {Colour} + {Product Type} + ["Pool Cover"]
Product Naming Example
18 ft. x 44 ft. Oval Blue Above Ground Solar Pool Blanket
20 ft. x 40 ft. Rectangle Blue Mesh In-Ground Safety Pool Cover / Pool Floats, Poll Toys & Games
Product Naming Formula
{Series} + {Colour} + {Size} + {Material} + ["Pool"] + [Product]
Product Naming Example
Starfighter 46 in. x 45 in. Inflatable Pool Toy
Pool Accessories:
Product Naming Formula
{Series} + + [Accessory Type] + {Quantity if more than 1 “(-Pack)"} + {“with” Features} + [ “for Pools”]
Product Naming Example
48-inch Peel and Stick Above-Ground Pool Cove (10-Pack)
Swim Time E-Pool Wireless Water Chemistry Monitoring System
Pools:
Product Naming Formula
{Series} + [Dimensions] + [Shape] + [Depth of Pool "in."] + [Pool Type] + [“Pool”] + {“Package”}
Product Naming Example
Martinique 27 ft. Round 52 in. Deep 7 in. Top Rail Metal Wall Swimming Pool Package
Blue Wave 21-Feet Round 6in. deep Above-Ground Pool
Hot Tub & Spa Supplies & Accessories:
Product Naming Formula
{Series} + + [Accessory Type] + {“with” Features} + [ “for Hot Tubs ” or “for Spas”]
Product Naming Example
Square Cover with 5 in. Taper for Hot Tubs
Top Mount Cover Lifter with Towel Holder for Spas
Saunas:
Product Naming Formula
{Series} + [# “- Person”] + [Sauna Type] + [“with”] + [# “heaters”] + {extra features}
Product Naming Example
2-Person Hemlock Infrared Sauna with 6 Carbon Heaters
3-Person Corner Infrared Sauna with MPS Control, Aspen Wood and 12 Heaters
MARKETING COPY
The 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 EXAMPLE
With the Capri 8-Jet Plug-and-Play Hot Tub, you can enjoy your romantic spa for 2 without any special installation. Simply fill the tub with a garden hose and plug-in the included 15-ft. GFCI-protected cord into any 120V, 15-amp outlet. Water warms up to soothing 104°F to melt-away stress. 8 strategically placed spa jets will massage your tired, aching muscles. 3-layer, Lucite-Xtra acrylic spa shell has Dura-Bond technology for added strength. Built-in Econo-Boost heat recycling system recovers heat generated by the pump to keep water warmed, while providing you with energy-efficient savings. In fact, QCA Spas require far less energy than any other spas in its class; exceeding the California Energy Compliance requirements. 7.5-ft. L x 3.5-ft. W x 2.4-ft. D provides ample room for 2.
PRODUCT FEATURE / BENEFIT BULLET STATEMENTS
FEATURE 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. Dimensions feature and benefitRound pool is 4 ft. H x 18 ft. W x 18 ft. L, providing enough room for the whole family
2. Pool Frame/Liner Material feature and benefit
Galvanized steel provides a rust- and puncture-resistant pool frame
Durable 20-gauge vinyl liner is resistant to tears
UV-protected liner won’t fade in the sun
3. Material feature and benefit
Non-mar material in body and wheels
Rot-resistant pool cover material prevents holes from forming
Lucite acrylic spa shell is easy-to-clean
4. Convenience feature and benefit
Inflatable design makes it easy to position pool in convenient location
Does not require special hoses or hookups
Filter application provides fast-acting clarification and disinfection
Replaces most comparable 115V residential, in-ground pool pumps
Promotes quick and easy cleanup of minor debris pool or spa
Does not require special hoses or hookups
5. Design feature and benefit
Walk-in steps provide easy access to the spa
Contoured bucket seats with back supports for comfortable soaking
Pre-programmed filtering cycles keep spa water clean and safe
4 kW heater with Heat Recovery System keeps the water at a comfortable temperature
Topside controls are easy to operate
6. Drain Plug feature and benefit
Drain plug allows for easier filling and emptying of the pool
7. Safety feature and benefit
Built-in GFCI (ground fault circuit interrupter) instantly shuts off the pump if an electrical current comes into contact with water
Edge-mounted hooks on pool cover attach to the sides for added safety
8. Assembly/Install feature and benefit
Quick and easy assembly with included vacuum pump
Replaces most comparable 115V residential, in-ground pool pumps
9. Pool Chemicals/Cleaning feature and benefit
Bromine tablets provide an all-in-one cleaning effect that requires no additives
Disinfects, removing bacteria to keep it clean
Clarifies, eliminating algae making the pool clear
Irritation-free formula keeps skin smooth and healthy
Fast-dissolving tablets prevent vinyl pools from bleaching
Dissolves slowly to continually treat your pool for up to 2 days, reducing maintenance
10. Compatibility feature and benefit
Works with most pool types, spas and hot tubs to provide an impeccably clean pool
Connects to a standard garden hose and standard telescoping pole / 11. Power/Size feature and benefit
DualVage (115/230) motor provides high output
Spa includes 15-ft. GFCI-protected cord that plugs into 120V outlet, eliminating electric hard-wiring
12. Maintenance feature and benefit
Typically last 10 to 20 years with very low maintenance
13. Resistance feature and benefit
Corrosion-resistant, in-ground pool pump provides high flow and quiet operation
14. Built-in Accessories feature and benefit
Sound system featuring integrated speakers and an Apple dock for outdoor entertainment
Starburst LED light adds a rainbow of colour to your spa
15. Cover feature and benefit
Winter cover protects your pool from damage during off season
Solar cover retains heat in your pool for a more comfortable water temperature
Insulated hard-top cover keeps heat in, so you can enjoy the spa year round
16. Included products feature and benefit
Includes leaf-skimmer, dual nozzle, wide nozzle, slide-on brush and wall mount
Included filter unit removes dirt and debris for clean water
Included ladder provides safety when getting in and out of the water
Game comes complete with backboard, base, hoop and pro-style ball for basketball fun
17. For Spa/Whirlpool: Seating Capacity feature and benefit
8-person family-sized spa is spacious enough for everyone to comfortably relax
18. For Spa/Whirlpool: Jets feature and benefit
90 jets, including the 14-nozzle Turbo Blast Massager, for an invigorating massage
Dual adjustable neck and shoulder jets soothe aching muscles
19. For Spa/Whirlpool: Motor/Pump feature and benefit
Two 4 hp high-flow water pumps power the jets and keep the water circulating
PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.CA