HARDWOOD AND LAMINATE FLOORING
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: Hardwood & Laminate Flooring Page 11 of 11
CHECKLIST FOR ONLINE SKU REQUIREMENTS
HARDWOOD & LAMINATE FLOORING – ALL PRODUCTSREQUIRED
Accessories
/ Please limit the number of accessory items to 12 or fewer.
* FOR LAMINATE: Molding/Trim, Underlayment, Installation Tools
* FOR WOOD FLOORING: Molding/Trim, Underlayment, Installation Tools
Collections
/ Please attempt to limit the number of items in the collection to 12 or fewer.
* FOR LAMINATE: Each, Case, Pallet Configurations
* FOR WOOD FLOORING: Each, Case, Pallet Configurations
Coordinating Items
/ Please attempt to limit the number of items in the coordinating group to 12 or fewer.
* FOR LAMINATE: Sample
* FOR WOOD FLOORING: Sample
Images and Assets
/ Alternate images are recommended for this category.
* Lifestyle Image
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: Hardwood & Laminate Flooring Page 11 of 11
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
Hardwood Flooring:Product Naming Formula
{Series} + [Appearance] + [Thickness “-inch Thick x" Width “-inch Wide x" Length-inch OR “Varying Length”] + [Construction] + [“Hardwood Flooring”] + [sq. ft. per case "( sq. ft. / case)"]
Product Naming Example
Natural Reflections Oak Desert Natural 1/2-inch Thick x 5-inch Wide x Varying Length Solid Hardwood Flooring (22 sq. ft. / case)
Strand Woven Tiger Stripe 3/8-inchThick x 3-3/4-inchWide x 36-inch Length Click Lock Bamboo Flooring (22.69 sq. ft. / case)
*Thickness should always be denoted as a fraction
Hardwood Trim and Molding:
Product Naming Formula
{Series} + [Appearance] + [Thickness “-inch Thick x" Width “-inch Wide x" Length “-inch Length"] + [Product Name]
Product Naming Example
Rustic Natural Hickory 5/8-inch Thick x 2 1/4-inch Wide x 78-inch Length Overlap Reducer Molding
*Thickness should always be denoted as a fraction / Laminate Flooring:
Product Naming Formula
{Series} + [Appearance] + [Thickness mm "Thick x" Width “-inch Wide x" Length-inch "Length"] + {Construction} + [“Laminate Flooring”] + [sq. ft. per case "( sq. ft. / case)"]
Product Naming Example
XP Highland Hickory 10 mm Thick x 4 7/8-inch Wide x 47 7/8-inch Length Laminate Flooring (13.1 sq. ft. / case)
Laminate Trim and Molding:
Product Naming Formula
{Series} + [Appearance] + [Thickness “-inch Thick x" Width “-inch Wide x" Length “-inch Length"] + [Product Name]
Product Naming Example
High Gloss Distressed Maple San Rios 7/16-inch Thick x 3 3/4-inch Wide x 94-inch Length Laminate Wall Base Molding
*Thickness should always be denoted as a fraction
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
Hand Scraped 3/4-inch Solid Hardwood floors are sealed with a 7-layer aluminum oxide finish, providing protection from everyday wear. This product has achieved Greenguard Indoor Air Quality Certification and has been tested for more than 10,000 volatile organic compounds, including formaldehyde, to meet these standards. The tongue and groove profile allows the flooring to be installed on and above grade. Hand scraped flooring is sculpted by hand to create vivid texture and unique richness of characteristics in each plank. The elegance and look of the floor will create a beautiful illusion in your home.
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. HARDWOOD FLOORING - Wood Species feature and benefit[List: Domestic (North American Grown); Exotic (Grown outside of North America), Bamboo or Cork]
- Wood Species: Real Domestic Maple Hardwood
2. HARDWOOD FLOORING - Exact Plank or Molding Size feature and benefit
1/2-inch Thickness x 6-inch Width x Random Length Planks
3. HARDWOOD Trim and Molding - Coordinating Floor Thickness
State with what thickness floor the trim or molding will coordinate.
- Item coordinates with 3/4-inch thick hardwood flooring
If thickness is universal, bullet should state: Coordinates with hardwood flooring of any thickness
4. HARDWOOD FLOORING - Square Feet per Case, and Case Weight feature and benefit
18.89 sq. ft. per case and case weight: 49.7 lb.
5. HARDWOOD FLOORING - Construction: Engineered or Solid Wood Flooring feature and benefit
Construction: Solid Hardwood Flooring
[Note: For engineered list ply]
Construction: 7 ply cross grain Engineered Wood Flooring
6. HARDWOOD FLOORING - Finish and Gloss feature and benefit
[List: Unfinished or Prefinished + Supplier Finish Name + Light, Medium or Dark Colour + Low, Medium or High Gloss + Surface texture]
- Prefinished Charleston Chestnut Medium Colour, Low Gloss, Hand scraped finish
7. HARDWOOD FLOORING - Plank Edge feature and benefit
[Options: Square, Micro, Eased or Beveled]
- Planks have a square edge
8. HARDWOOD FLOORING - Janka Wood Hardness Rating feature and benefit
Janka wood hardness rating/resistance to denting: 1450
9. HARDWOOD FLOORING - Grade Level Installation feature and benefit
Appropriate Grade for Installation: Above Grade, On Grade or Below Grade
10. HARDWOOD FLOORING - Installation Method feature and benefit
Installation: Glue, float, staple or nail down
11. HARDWOOD FLOORING - Residential or Commercial Use feature and benefit
Residential and commercial use
12. HARDWOOD FLOORING - Warranty feature and benefit
25-year/lifetime structural manufacturer’s warranty
13. HARDWOOD FLOORING - Don’t Forget
Don’t forget your coordinating trim and moldings
14. HARDWOOD FLOORING - Shipping
All online orders for this item ship via parcel ground and may arrive in multiple boxes.
15. HARDWOOD FLOORING - Palletized items only
If your flooring is sold in pallet size and is online only, bullet needs to read:
Item is sold online only, cannot be returned in less than full pallet quantities
16. HARDWOOD FLOORING - Overage Recommendation
[List the following.]
It is recommended you purchase a minimum of 10% overage to account for cuts. / 17. LAMINATE FLOORING - Species, Appearance, and Collection name
Real Touch Elite Walnut Laminate Flooring
18. LAMINATE FLOORING - Exact Plank or Molding Size
9.5 mm thickness x 6-inch width x 48-inch length planks
19. LAMINATE Trim and Molding – Coordinating Floor Thickness
State with what thickness floor the trim or molding will coordinate.
- Item coordinates with 7mm thick laminate flooring
If thickness is universal, bullet statement should be: Coordinates with laminate flooring of any thickness
20. LAMINATE FLOORING - Square Feet per Case, Case Quantity and Case Weight
18.89 sq. ft. per case. Case quantity: 20. Case weight: 49.7 lb.
21. LAMINATE FLOORING - Finish and Gloss
[List: Unfinished or Prefinished + Supplier Finish Name + Light, Medium or Dark Colour + Low, Medium or High Gloss + Surface texture]
- Charleston Chestnut, Medium Colour, Hand-Scraped, Piano Finish
22. LAMINATE FLOORING - Plank Edge
[Options: Square, Micro, Eased or Beveled]
- Planks have a square edge
23. LAMINATE FLOORING - Underlayment Options
[Options: Attached underlayment (list details), No attached underlayment]
- Attached 2 mm sound-proofing foam underlayment
24. LAMINATE FLOORING - Grade Level Installation feature and benefit
Appropriate Grade for Installation: Above Grade, On Grade or Below Grade
25. LAMINATE FLOORING - Radiant Heating
Select radiant heating may be used
26. LAMINATE FLOORING - Installed Over What Type of Subfloors
Can be installed over both concrete and wooden subfloors
27. LAMINATE FLOORING - Residential or Commercial use
Residential and commercial use
28. LAMINATE FLOORING - Warranty
25-year/lifetime structural manufacturer’s warranty
29. LAMINATE FLOORING - Don’t Forget
Don’t forget your coordinating trim and moldings
30. LAMINATE FLOORING - Shipping
All online orders for this item ship via parcel ground and may arrive in multiple boxes.
If your flooring is sold in pallet size and is online only, bullet needs to read:
Item is sold online only, cannot be returned in less than full pallet quantities
31. LAMINATE FLOORING - Palletized items only
If your flooring is sold in pallet size and is online only, bullet needs to read:
Item is sold online only, cannot be returned in less than full pallet quantities
32. LAMINATE FLOORING - Overage Recommendation
[List the following.]
It is recommended you purchase a minimum of 10% overage to account for cuts.
PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.CA