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: Watering & Irrigation Page 6 of 10

CHECKLIST FOR ONLINE SKU REQUIREMENTS

WATERING & IRRIGATION – 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.

Last Updated: January 2017 Data Standard: Watering & Irrigation 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 / 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

Drip Irrigation:
Product Naming Formula
{Series} + [Irrigation System or Kit type] + [“Dripper” or “Drip”]
Product Naming Example
Automatic Yard Watering System
Blue Stripe Drip Starter Kit
Port-A-Rain Tandem System
Turing and Pipe::
Product Naming Formula
{Series} + {Exterior Diameter-inch} x {Length ft.} + [Product Type]
Product Naming Example
Blue Stripe 1/2-inch 100 ft. Tubing
Pro-Blend 1/2-inch x 50 ft. Riser Flex Pipe
Garden Hose:
Product Naming Formula
{Series} + [Fitting size-inch dia. "x" Length ft.] + {Duty Rating in "Light" or "Standard" or "Heavy-Duty"} + [Product] + {"(-Pack)" if more than 1}
Product Naming Example
Premium 5/8-inch dia. X 50 ft. Commercial-Grade Water Hose
5/8-inch x 50 ft. Heavy-Duty Bogo Garden Hose (Twin Pack)
1/2-inch dia. X 50 ft. Coil Water Hose
Garden Hose Nozzle & Wand:
Product Naming Formula
{Series} + {Wand Handle Length-inch} + {# of Patterns} + [Nozzle/Wand Type]
Product Naming Example
7-Pattern Water Nozzle
7-Pattern Rear-Trigger Nozzle
Industrial Pistol Nozzle
36-inch 9-Pattern Wand
7-Pattern Articulating Watering Wand
Garden Hose Reel & Storage:
Product Naming Formula
{Series} + [# ft. capacity] + [Reel/Storage Type]
Product Naming Example
100 ft. Hose Reel Mobile Card
Lawn Sprinkler:
Product Naming Formula
{Series} + {Coverage Area sq. ft.} + [Product]
Product Naming Example
2800 sq. ft. Oscillating Sprinkler
3-Arm Whirling Sprinkler
3200-sq. ft. Oscillating Sprinkler
Hose Connectors & Fittings:
Product Naming Formula
{Series} + [“Hose Connector” of “Hose Fitting”]
Product Naming Example
Premium Quick Hose Connector Set / Rain Barrel & Watering Can:
Product Naming Formula
{Series} + [Capacity in L or mL] + [Product Type]
Product Naming Example
60 L Rain Barrel
1.6 L Watering Can
Hose & Sprinkler Accessories:
Product Naming Formula
{Series} + {Product details} + [Type of Accessory]
Product Naming Example
Plastic Hose Cap Accessory
Zink Hose Guide Spike Accessory
Water Timer:
Product Naming Formula
{Series} + [Timer Type]
Product Naming Example
Electronic Water Timer
Automatic 1-Outlet Hose Timer
1-Port Single-Dial Timer
SST900i 9-Station Indoor Irrigation Timer
Other Drip Irrigation Component:
Product Naming Formula
{Series} + {Dimensions or Size} + [“Irrigation Pump” or “Irrigation Manifold” or “Irrigation Fitting” or “Sprinkler” or “Irrigation System Timers” or “Stake or Riser” or “Valve Box”] + {Quantity if more than 1 “(-Pack)"}
Product Naming Example
1 HP Thermoplastic Lawn Sprinkler Irrigation Pump
Quad Adjustable Irrigation Manifold
Turbo Pop-Up T200 Sprinkler Head
Repair Part and Other Accessory:
Product Naming Formula
{Series} + {Size} + [Repair Part or Accessory Type] + [Product] + {Quantity if more than 1 “(-Pack)"}
Product Naming Example
Rain Barrel Diverter Kit
DIY Rain Barrel Diverter and Parts Kit
Drip System Expansion and Repair Kit
1 1/4-inch x 1 1/4-inch PVC C x C Irrigation Compression Repair Coupling

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 FlowerHouse Rainmaker Irrigation System automatically waters your flower or garden bed, taking the guesswork and time constraints away from your landscaping chores. Every 3 hours, it draws water from your rain barrel, bucket, or other non-pressure water supply and delivers the water to your flowering baskets, vegetable pots, grow bags, or more. Settings accommodate watering for large or small plants and automatically applies more water in sunnier conditions when soil needs watering the most. Supplies enough water for 6 large hanging baskets or up to 12 pots. Solar RainMaker kit contains Solar RainMaker pump unit, anti-siphon device, inlet filter, 12 drip heads, 12 stakes, 12 tee fittings, and 45-ft. of irrigation tubing.
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. Irrigation System Type feature and benefit
Drip irrigation kit waters your plants at the root level for optimal plant health
2. Compatibility/Connection feature and benefit
Designed to work with Toro Blue Stripe irrigation products
Connects to most standard garden hoses for ease of use
Includes 2-inch x 3-inch and 3-inch x 4-inch diverters to fit popular downspout sizes
3. Maximum Coverage Area (sq. ft.) feature and benefit
400 sq. ft. of coverage allows for water dispersal over a large area of grass
3,900 sq. ft. of coverage is ideal for medium-size lawns
4. Flow Rate in Gallons per Minute (gpm) feature and benefit
5-to-30 gpm-output controls the amount of water pressure going to each zone, saving water and reducing misting and fogging
5. Material/Design feature and benefit
Brass head withstands everyday use
EcoLock irrigation reduces installation time by 50%
Heavy-duty watering can hydrates large indoor and outdoor plants
Brass, bronze, and stainless steel construction for durability and long-lasting use
6. Convenience feature and benefit
Features an ergonomic wrist design for safety and comfort
Includes storage tray for convenient placement of small garden tools
7. Valve/Sprinkler Head Type feature and benefit
Control valve regulates water flow, adjust to save water
Pop-up sprinkler head features adjustable arc and radius settings for exceptional watering control
8. Backflow feature and benefit
Backflow prevention keeps water free from contamination, protecting your lawn from exposure to disease
9. External Bleed feature and benefit
External bleeds flush out dirt from supply and lateral lines during install and repairs, keeping the valve in good working condition / 10. Timer/Control feature and benefit
Programmable timer waters lawn up to 3 times a day for up to 2 hours, saving you the effort of watering
Control lets you program watering schedule for up to 4 different zones simultaneously
11. Safety Ratings feature and benefit
UL-listed and CSA-certified for safety
12. Moisture Sensors feature and benefit
Moisture sensor monitors the soil and only adds water as needed so plants stay healthy
13. Water Saving feature and benefit
Drip irrigation system reduces water use up to 60% to save you money
14. Installation feature and benefit
Installs without digging in minutes so you can start hydrating your lawn right away
15. Resistance features and benefits
Impact-resistant plastic is designed for outdoor use and will not fade
All-weather plastic remains rust free for long-term outdoor use
16. Capacity feature and benefit
Holds up to 50-gal. of rain water to provide a steady supply of water for your garden
17. Wheels feature and benefit
Built-in wheels make it easy to roll the hose caddy around your yard

PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.CA