KITCHEN STORAGE ORGANIZATION

Cabinet Organization
Kitchen Racks & Dividers
Towel & Napkin Holders
Drawer Organization
Flatware & Utensil Holders
Trash Cans & Bins

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: Kitchen Storage & Organization Page 7 of 11

CHECKLIST FOR ONLINE SKU REQUIREMENTS

KITCHEN STORAGE & ORGANIZATION – 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
/ The preferred number of alternate images for this category is 3.
1) Lifestyle as Primary Image, 2) Solo/ Product Set Image, 3) Close up/ Feature as Alternative Image
*Please see the last page for examples of Alternative Images to be added.
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: Kitchen Storage & Organization Page 7 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 / 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

Cabinet Organizer:
Product Naming Formula
{Series} + [Width-inch "x" Depth-inch "x" Height-inch] + {Style} + [“Cabinet Organizer”] + {"with" Feature}
Product Naming Example
34-inch x 20 1/2-inch x 28-inch Corner Cabinet Organizer
18-inch x 18-inch 26-inch Lazy Susan Cabinet Organizer
In-Cabinet Trash Can:
Product Naming Formula
{Series} + [Width-inch "x" Depth-inch "x" Height-inch] + [Installation Method] + [Style] + [“Trash Can”]
Product Naming Example
20-inch x 22-inch x 20 1/2-inch In-Cabinet Pull Out Trash Can
Trash Cans:
Product Naming Formula
{Series} + [Capacity L] + [if indoor, Material or Finish/Colour] + {"Touchless"} + [Product Type] + [”Trash Can”, “Waste Basket”, or "Outdoor Trash Can"]
Product Naming Example
White Ceramic Waste Basket
24 L Wheeled Outdoor Trash Can
13 L Grey Foot-Operated Trash Can
20 L Stainless Steel Touchless Trash Can
Recycling Bin:
Product Naming Formula
{Series} + [Capacity L] + {"Touchless"} + {Product Type} + [”Recycling Bin”]
Product Naming Example
13 L Recycling Bin
24 L Rectangular Recycling Bin
16 L Touchless Recycle Center
Spice Rack:
Product Naming Formula
{# of pieces or # shelves} + {series} + [product] + {"set"}
Product Naming Example
17-Piece Revolving Spice Rack Set
Bamboo Spice Rack
13-Piece Drawer Spice Rack Set
3 Shelf Movable Storage Rack / Stemware Organizer:
Product Naming Formula
{Series} + [Width-inch "x" Depth-inch "x" Height-inch] + {Style} + [“Wine Glass Rack”] + {"with" Feature}
Product Naming Example
4 1/2-inch x 11-inch x 1 1/2-inch Under Cabinet Wine Glass Rack
Cabinet Divider:
Product Naming Formula
{Series} + [Width “-inch”] + [Material] + {if Slotted, # of Slots “-Slot”} + {“Roll-Out”} + [Type of Divider] + [“Divider”] + {“in” Colour/Finish”}
Product Naming Example
9-inch Stainless Steel 3-Slot Roll-Out Tray Divider in Frosted Nickel
Paper Towel & Napkin Holder:
Product Naming Formula
{Material} + {Mount Type} + [“Paper Towel Holder”, “Paper Towel Rack”, “Towel Rack”, or “Napkin Holder”]
Product Naming Example
Stainless Steel Wall Mount Paper Towel Holder
Drawer Organizer:
Product Naming Formula
{Series} + [Width-inch "x" Depth-inch "x" Height-inch] + {Style} + [“Drawer Organizer”] + {"with" Feature}
Product Naming Example
14 5/8-inch x 22-inch x 2 3/8-inch Cutlery Drawer Organizer
16-inch x 19 3/4-inch x 1 1/2-inch Spice Drawer Organizer
Flatware and Utensil Storage:
Product Naming Formula
{Series} + [Width-inch "x" Depth-inch "x" Height-inch] + {Style} + [Product] + {"with" Feature}
Product Naming Example
4 1/2-inch x 11-inch x 1 1/2-inch Bamboo Flatware Storage

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

Manilla Steel Baker's Rack is the organizational management tool you've always wanted. The 5-drawer kitchen rack provides storage, display, and organization space in 1 rack. Its 2 large rattan baskets and 3 smaller upper baskets function as removable drawers. The 10 wire side shelves provide versatility. Decorative scrollwork laces the top for a classic touch.
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. Installation feature and benefit
Simple installation with only 4 screws
2. Number of Shelves feature and benefit
3 adjustable shelves let you fit large and small objects for versatile storage
3. What's Included: List all the products included, (What is being shipped?)
16-Piece set includes: 4 plates, 4 saucers, 4 bowls, and 4 cups
4. Design Feature and benefit
Full-extension ball-bearing slides / 5. Cabinet Type feature and benefit
Can be used in all BBCL-48 cabinets
6. Tray Shape feature and benefit
Half-Moon shape easily fits into all standard cabinets
7. Size feature and benefit
8 qt. 23-inch x 13-inch x 19-inch rectangular chafing dish allows for large
serving capacity
8. Not Included feature and benefit (List items shown in image,
but are sold separately)
Standard "Sterno" type gel fuel canisters are sold separately

PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.CA

To ensure an optimum customer experience on homedepot.ca, the following product image requirements have been established.

SIZE

·  All images must be at least a minimum of 1000 pixels x 1000 pixels

PHOTOGRAPHY:

·  All products must be digitally photographed out of the package with the exception of products that are typically represented in the package, such as extension cords, fasteners, etc. If an image is shot in the packaging, both the front and the back of the package should be shot to include any marketing copy or disclaimer included on the packaging. This is to be assessed on an as need basis by the vendor, merchant and homedepot.ca.