FLOORING TOOLS
Carpet Cutters / Tack StripsCarpet Irons / Tapping Blocks
Carpet Knives / Tile Markers
Floor Burnishers / Tile Saws
Floor Edgers / Tile Spacers
Floor Maintainers
Floor Polishers
Floor Sanders
Floor Strippers
Knee Kickers
Napping Shears
Steam Rollers
Surface Prep Devices
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 8
HTML COLOUR TABLES 9
PRODUCT FILE FORMAT AND REQUIRED ASSETS 9
Last Updated: January 2017 Data Standard: Flooring Tools Page 6 of 10
CHECKLIST FOR ONLINE SKU REQUIREMENTS
FLOORING TOOLS – ALL PRODUCTSREQUIRED
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
/ The preferred number of alternate images for this category is 2.
We require 2 alternate images (different angle and lifestyle/In Use image) for all Carpet Cutters, Irons, Knives, Burnishers, Polishers, Sanders and Tile Saws. We require 1 alternate image for all other product types. See page 10 for image examples.
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: Flooring Tools Page 6 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
Ounce and Fluid Ounce / Always use "oz." for ounce and "fl. oz." for fluid ounce
Use a period after the abbreviation
Never use a hyphen between the number and unit of measure / 8 fl. oz. Compact Black Sensor Pump for Soap Lotion or Sanitizer
50 oz. Liquid Laundry Detergent Original Scent Bottle
Gallon and Quart / Always use "Gal." for gallon and "Qt." for quart
Use a period after the abbreviation
Never use a hyphen between the number and "Gal." or "Qt." / 6 Qt. Clear Latch Box (12 Pack)
18 Gal. Latch and Carry Tote (6 Pack)
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
Carpet Iron:Product Naming Formula
{Series} + [Carpet Iron Type] + ["Carpet Iron"]
Product Naming Example
10-282G Deluxe Heat Bond Carpet Iron
10-482G Cool Shield Heat Bond Carpet Iron
Grooved-Base Deluxe Seaming Heat-Bond Carpet Iron
Tile Saw:
Product Naming Formula
{Series} + [Horsepower "HP" or # of Volts "Vs"] + {Type} + {"Wet"} + [Tile Saw]
Product Naming Example
0.75 HP Wet Tile Saw
ONE+ 18V Handheld Tile Saw
1.75 HP Wet/Dry Tile Saw / All Other Flooring Tool:
Product Naming Formula
{Series} + {Width-inch} + [Flooring Tool Type] + [Product]
Product Naming Example
Loop Pile Carpet Cutter
EZ TUK 3-1/2-inch Carpet Tucker
Duckbill Napping Shears
Razor Blade Carpet Knife
5-inch Carpet Seam Roller
Econo Adjustable Knee Kicker
20-inch Tapping Block
Handheld Tile Cutter
1/8-inch Tile Spacers
Grouting Sponge
Angle Buster Tile Marker
48-inch Carpet Tack Strip
4-inch Star Wheel Carpet Seam Roller
Wood Floor Edger
Floor Burnisher
Electric Floor Stripper
Floor Maintainer
Drum Sander
Square Buff Sander
Floor Stapler
Coating Removal Tool
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
The Roberts Cushion Back Carpet Cutter features an adjustable blade depth to cut cushion-back carpet and conventional carpet of all thicknesses. The 2-blade design lock into position to offer precise cuts. Direct-pressure blade knob holds the blades tightly in place.
PRODUCT FEATURE / BENEFIT BULLET STATEMENTS
FEATURE BULLET RANKING AND EXAMPLES
· A minimum of 4 bullets is required for products in this category. 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. Use feature and benefitCuts all thicknesses of cushion-back carpet and conventional carpet
Use on all types of carpeting, with or without base board and quarter round moulding
2. Material feature and benefit
Precision die cast aluminum for rugged and lightweight construction
Rubber coated die-cast aluminum work surface provides non-slip material support
3. Design feature and benefit
Extra long nose provides for better row separation
50 degree angle permits clean, smooth, precise cuts
Ergonomic grip provides added comfort and control
Approximate heat range of 135 to 425 degrees Fahrenheit provides ample heat for melting without deformation
Streamlined, low profile design allows for easy carpet seaming
4. Convenience feature and benefit
Offset handle and special blade prevent gouging while napping
Ready-rack tile carrier conveniently mounts on stand to dry and transport cut tile
High-intensity LED work light illuminates work area
Dual-stage rolling slide table automatically expands for maximum support of the largest tile
Non-stick base allows for fast clean up
5. Care/Maintenance feature and benefit
Carbide tips stay sharp reducing the need for replacement or sharpening
6. Included feature and benefit
Includes a carbide scoring wheel and breaker bar to snap tile
Includes foot peg for better leverage on difficult projects
7. For Carpet Iron: Heat Distribution feature and benefit
S-shaped heating element provides even heating and longer heat retention
Provides even heat distribution for thorough melting
8. TILE SAWS - Power/Motor feature and benefit
Poerful 18V motor cuts through ceramic, granite, marble and masonry / 9. TILE SAWS - Cutting feature and benefit
Tilting head allows easy and precise 45-degree mitre cuts
Multi-position cutting head easily moves left or right to provide maximum cut capacity and to allow optimum material support on table surface
10. TILE SAWS - Guard feature and benefit
Pivoting blade guard allows for easy blade changes
Splash guard keeps dust, debris and water spray to a minimum
11. TILE SAWS - Guide/Alignment feature and benefit
90-degree cutting guide provides accurate material placement
Aluminum rip guide provides precision straight and mitre cuts from 0 degrees to 45 degrees left and right
Exactline Adjustable Laser Alignment System assists operator to accurately align cutting wheel to the cut line
12. TILE SAWS - Water feature and benefit
Blade cooling water reservoir cools blade for extended use and longevity
Never-Dry automatic water fill system automatically maintains consistent water level
13. TILE SAWS - Table/Work Surface feature and benefit
Dual-stage rolling slide table automatically expands for maximum support of the largest tile
14. TILE SAWS - Safety feature and benefit
MK-Safeswitch provides safety protection by preventing saw from operating when locking key is removed
15. TILE SAWS - Adjustments feature and benefit
Unlimited bevel angle adjustment allows you to easily and accurately position the cutting head to any angle from 0 degrees to 45 degrees
16. TILE SAWS - Cord Length feature and benefit
13 ft. power cord allows freedom of movement and includes GFCI protection
PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.CA