WALL LIGHTS

Vanity Lighting
Picture Lights
Sconces
Swing Arm Lighting
Night Lights

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: Wall Lights Page 6 of 9

CHECKLIST FOR ONLINE SKU REQUIREMENTS

WALL LIGHTS – 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.
Warranty documents are required 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.

Last Updated: January 2017 Data Standard: Wall Lights Page 6 of 9

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 / Example
Inches 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

Wall Lighting Fixtures:
Product Naming Formula
{Series} + {# of Lights “-Light”} + {Watt Equivalence “W”} + [Fixture Colour/Finish] + {“Integrated LED”} + [“Vanity Light” OR “Sconce” OR “Swing Arm” OR “Picture Light”] + {Quantity if more than 1 “(-Pack)”}
Product Naming Example
Vestige Harvard Court Bronze Integrated LED Swing Arm Light
26W Oil Rubbed Bronze Integrated LED Vanity Light (4-Pack)
Omni 2-Light Bronze Sconce / Night Light:
Product Naming Formula
{Series} + {Automatic or Motion Activated} + {"LED"} + ["Night Light"] + {Quantity if more than 1 “(-Pack)”}
Product Naming Example
Cat Night Light
Motion Activated Night Light (4-pack)
Christmas Automatic LED Night Light
Forever-Brite LED Night Light (2-Pack)
Elumina Automatic Kidguard Night Light

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

Impart classic style to your space while you illuminate it with this Hampton Bay Alta Loma 9-Light 88-inch Chandelier. The irised scavo glass shades offset the clean, simple look of this fixture. Use this transitional chandelier to update your dining room or foyer decor.


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. Energy Efficiency feature and benefit
High-efficiency fixture consumes 75% less energy, saving you money
For energy savings, use five 15W max. standard base compact fluorescent bulbs (sold separately)
Energy Star qualified for energy conservation and savings
2. Housing/Material feature and benefit
Durable steel construction is built to last and offers a clean, polished look
Rugged die-cast aluminum housing is ideal for outdoor installation
Cast aluminum material provides a sturdy base for post lighting
3. Adjustability feature and benefit
Gooseneck design allows for direction and height adjustments
Light head rotates 360 degrees around and pivots 30 degrees up and down
Adjusts from 13 1/2-inch to 24 1/2-inch to accommodate multiple track lighting lengths
Pole adjusts from 2 to 5 ft. letting you choose the ideal height for your outdoor lights
4. Assembly/Installation/Mounting feature and benefit
Can be installed horizontally or vertically
Battery operation, just install batteries and use
Install at base of potted plant for a unique design element
Stake design installs easily in the ground to illuminate paths, walkways and low-lying ground cover
5. Bulb(s) feature and benefit
Uses 2 candelabra base bulbs, 60 watts maximum (included)
Uses five 60W max. medium-base incandescent bulbs (sold separately)
35W, 120V GU10 16 light bulb included, not CFL compatible
LED bulbs have low energy consumption and last up to 25 years, saving you money
6. Compatibility feature and benefit
Compatible with standard wall dimmer
For remodel construction in suspended ceilings
For use with chandeliers and wall brackets
Can be used with all Hampton Bay 120V linear track systems and accessories (H Track Series)
Holds any standard size post lantern for simple installation
7. Durability feature and benefit
Double-wall aluminum construction provides extra durability
Fully gasketed design is sealed against dust, moisture, fumes and insects
Rust-resistant powder coat finish for added durability
8. Design feature and benefit
A round frosted glass tray table extends from pole, providing extra space
Designed to minimize glare in general, accent and task lighting for gentler light with less distraction
Convertible from track to pendant lighting to suit your illumination needs
Streamlined design is ideal for above-the-door applications and other tight fits
Unique arched roof, top ribbon scrolled loops with arching arms and shepherd's crook provide a casual European style
Fluted base adds a stylish accent to your outdoor lighting / 9. UL listed feature and benefit
UL listed
10. Required for Lamps: Base feature and benefit
Black metal tripod base provides added stability
Base design includes 2 glass shelves and a third wood bottom shelf
11. Chevron feature and benefit
Replaceable chevron directional indicator knockouts offer choice of direction
12. Required for Lamps: Cord feature and benefit
9 ft. cord provides ample reach
13. Power/Battery feature and benefit
Lead-calcium battery is maintenance free
Battery automatically recharges for convenience
Rechargeable lithium-ion battery is powered by the sun for an energy-efficient and economical lighting solution
14. Timer feature and benefit
6-hour evening timer mode allows the light to turn on at a predetermined time
15. Ratings feature and benefit
Meets UL 924 requirements and is Energy Star rated for safety and efficiency
16. Glass/lens feature and benefit
Etched glass panes create a diffused effect when illuminated
17. Included feature and benefit
Includes assembly and install parts: canopy, screw, 5-ft. chain, ring, loop, socket rings, shades, Quick Link, wire connectors, ground screw, outlet box screws, nipple, hex nut and mounting strap
Two 9W (65W) Soft White (2700K) LED Flood Light Bulbs included
Includes hardware for mounting the post on to your deck or on the side of your house
18. Motion sensing feature and benefit
Motion sensor's 220-degree field of vision ensures reliable light activation
19. Required for Lamps with shades: Shade feature and benefit
Satin steel shade has a painted orange inner detail
Shade folds parallel to the pole for easy storage
20. Required for Lamps: Switch feature and benefit
Foot-step switch provides added convenience
Flexible use with 1-touch on/off switch and selectable dimmer
21. Required for LEDs: Lumen Output
Brightness: 800 Lumens
22. Required for LEDs: Light Colour Temperature
3000K (Bright White)
5000K (Daylight)

PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.CA