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 9
PRODUCT FEATURE / BENEFIT BULLET STATEMENTS 10
PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.CA 11
HTML COLOUR TABLES 12
PRODUCT FILE FORMAT AND REQUIRED ASSETS 12
Last Updated: January 2017 Data Standard: Lawn & Garden Care, Plants, Flowers, Trees, Seeds, & Garden Accents Page 9 of 12
CHECKLIST FOR ONLINE SKU REQUIREMENTS
LAWN & GARDEN CARE, PLANTS, FLOWERS, TREES, SEEDS & GARDEN ACCENTS – 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
/ 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: Lawn & Garden Care, Plants, Flowers, Trees, Seeds, & Garden Accents Page 9 of 12
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
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
Bark, Mulch, and Sand:Product Naming Formula
{Series} + [Weight lb. and cu. ft.] + [Bark, Mulch, or Sand Type]
Product Naming Example
2 cu. ft. Pine Mulch
0.4 cu. ft. Leveling Sand
Premium 0.8 cu. ft. Rubber Mulch
Pathway & Driveway Heating Mats and Cables:
Product Naming Formula
{Series} + [“Mat” or “Cable”] + [area covered sq. ft. + # V] + [“Snow Melting”]
Product Naming Example
20 sq.ft. 240V Snow Melting Mat
Pathway & Driveway Heating Products:
Product Naming Formula:
{Series} + [Type of Product] + [“Driveway” or “Pathway”] + [“Heating Accessory”]
Product Naming Example
120V Control Panel Driveway Heating Accessory
Edging:
Product Naming Formula:
{Series} + [Length –ft.] + [“Edging”] + [“Kit” or “Roll” or “Section” or “Playground Border” or “Tree Section”]
Product Naming Example:
24 ft. Paver Edging Project Kit in Black
Birdbath:
Product Naming Formula
{Series} + {Material and/or Finish} + [Birdbath Type] + ["Birdbath Garden Statue"]
Product Naming Example
Ceramic Birdbath Garden Statue
Birdhouse:
Product Naming Formula
{Series} + {Material and/or Finish} + {Bird Species} + [“Birdhouse Garden Statue”]
Product Naming Example
Bluebird Birdhouse Garden Statue
Bird Seed and Feed:
Product Naming Formula
{Series} + {Capacity lb. or g.} + {Bird Type} + [Food Type]
Product Naming Example
Chickadee Bird Mix
Songbird Selections Multibird Suet
1/2 lb. Hummingbird Instant Nectar
Songbird Selections 5 lb. Multibird Seed
Flower Bulb:
Product Naming Formula
{Series} + {Blossom Colour} + [Flower/Plant Type "Bulbs"] + {Quantity if more than 1 “(-Pack)”}
Product Naming Example
Lily Anastasia Dormant Bulbs (12-Pack)
Arbours & Trellises:
Product Naming Formula
{Series} + [Height – inch X Width – inch] + [Material] + [Colour] + [“Arbor” or “Trellis”]
Product Naming Example
Lily Anastasia Dormant Bulbs (12-Pack)
Garden Statue:
Product Naming Formula
{Series} + {Size} + [“Garden Statue”] + {Quantity, if more than 1, followed by “(-Pack)"}
Product Naming Example
Large Cat Licking Paw Statue
8 1/2-inch Fisherman Toad Statue
Lawn Fertilizer, Plant Food, and Lawn Food:
Product Naming Formula
{Series} + [Weight lb. or L or mL.] + {Coverage Area in sq.ft.} + [Fertilizer or Food Type] + {Quantity if more than 1 “(-Pack)"}
Product Naming Example
32 oz. Liquid Lawn Fertilizer
Snap-Pac 4M Fert Weed and Feed
10 lb. Water Soluble All-Purpose Plant Food
Snap-Pac 13.46 lb. Weed and Feed Lawn Fertilizer
Lawn Soil and Soil Enhancers:
Product Naming Formula
{Series} + [Weight lb. or L or mL.] + {Coverage Area in sq.ft.} + [Soil Type] + {Quantity if more than 1 “(-Pack)"}
Product Naming Example
Scotts 30 L Lawn Soil
Paver and Step Stone:
Product Naming Formula
{Series} + [Width-inch "x" Length-inch] + {Colour/Design} + {Material} + ["Paver" or "Step Stone"] + [“(Case of)” #]
Product Naming Example
4-inch x 8-inch Concrete Paver (Case of 4)
8 1/4-inch x 5 1/2-inch Desert Blend Concrete Paver
12-inch x 12-inch Fieldstone Tuscan Concrete Step Stone
Landscape Rocks:
Product Naming Formula
{Series} + [Type of Stone] + [Weight –lbs.] + [“Covers” + Area covered –cu.ft.]
Product Naming Example
Crushed Stone 40 lbs. Covers 1 cu.ft.
Plants & Flowers:
Product Naming Formula
[Height –inch] + [Product Type] + [“Annuals” or “Herb Plant” or “Indoor Plant” or “Perennials” or “Plant Care” or “Plant Food” or “Tree” or “Shrub” or “Vine” or Tropical Plant” or “Vegetable Plant” or “Fruit Plant”]
Product Naming Example
5-inch Premium Assortment Tropical Plant
Windmill:
Product Naming Formula
{Series} + [Type of Product] + {“Aerator”} + [“Windmill”] + [Height –ft.]
Product Naming Example
Galvanized Backyard Aerator Windmill 24 ft.
Windmill Accessories:
Product Naming Formula
{Series} + [Type of Product] + [“for Windmill”]
Product Naming Example
Maintenance Kit for Windmill / Pest & Insect Control:
Product Naming Formula
{Series} + {Weight lb. or L. or mL.} + [“Animal and Roden Control” or “Insect Control” + “Bug Spray”] + {Wattage and Coverage Area if Powered Trap} +{ Quantity if more than 1 “(-Pack)"}
Product Naming Example
Ultimate Flea Trap Insect Control
Spider and Scorpion Killer Aerosol Spray Animal Control
Bug Stop 1.33 gal. Ready-to-Use Indoor/Outdoor Multi-Bug Spray
Planters, Window Boxes, Barrel, Hanging Baskets & Terrarium, Raised Garden:
Product Naming Formula
{Series} + {Width-inch "x" Height-inch or Diameter-inch dia.} + {Colour} + [Material] + [“Planter” or “Window Box” or “Barrel” or “Hanging Basket” or “Terrariums” or “Raised Garden”]
Product Naming Example
40-inch W x 12-inch H Wood Planter
Dark Wood Lattice Window Box
Fountain:
Product Naming Formula
{Series} + {Material} + [Fountain Type]
Product Naming Example
Hospitality Fountain
Cement Rock Fountain
Pond and Fountain Accessory:
Product Naming Formula
{Series} + [Type of Product] + [“for Pond” or “for Fountain” or “for Pond & Fountain”]
Product Naming Example
Maintenance Kit for Pond
Pond & Fountain Pump:
Product Naming Formula
{Series} + [Maximum Flow in liters per hour followed by "-LPH"] + [Pond or Fountain Filter/Pump Type] + {"with" Special Feature or Accessory}
Product Naming Example
900-LPH Submersible Pond Pump
Flower, Vegetable and Herb, Grass Seed:
Product Naming Formula
{Capacity lb. or sq.ft.} + {Variety} + [Seed Type] + {Quantity if more than 1 “(-Pack)”}
Product Naming Example
Looseleaf Lettuce Seed
10 lb. Kentucky Bluegrass Seed
Lawn Spreaders:
Product Naming Formula
{Capacity lb. or sq.ft.} + [Type] + [“Lawn Spreader”]
Product Naming Example
125 lb. Tow-Behind Lawn Spreader
Seed Starter & Starter Kit:
Product Naming Formula
{Series} + [Starter Kit Type] + {Quantity if more than 1 “(-Pack)"}
Product Naming Example
Liquid Fence Cow Pots (12-Pack)
Windowsill Greenhouse Seed Starter Kit
Greenland Gardener Raised Bed Garden Kit
Weed:
Product Naming Formula
{Series} + [Width ft. "x" Length ft. ] + [Material] + [Barrier or Underlayment Type] + [“Weed Barrier”]
Product Naming Example
6 ft. x 100 ft. Polypropylene Heavyweight Weed Barrier
Weed Control:
Product Naming Formula
{Series} + [Weight lb. or L or mL] + {Product Type} + [Product] + {Quantity if more than 1 “(-Pack)"}
Product Naming Example
1 L Ready-to-Use Weed & Grass Killer
Wall Blocks:
Product Naming Formula
{Series} + [L “-inch x" W “-inch x" H “-inch”] + [Colour/Design] + {Material} + [“Wall Block” or “Wall Cap”] + {For Pallets – Sq. Ft. of Block Face}
Product Naming Example
Simring 7-inch x 12-inch x 4-inch Tuscan Mocha Flagstone Wall Block
Composting:
Product Naming Formula
{Series} + [Capacity # cu. ft.] + [“Composter”]
Product Naming Example
Garden Gourmet 11 cu. ft. Composter
Artificial Grass:
Product Naming Formula
{Series} + [# ft. x # ft.] + [“Artificial Grass for Outdoor Landscape”]
Product Naming Example
Classic Premium 65 Spring 7 ft. x 10 ft. Artificial Grass for Outdoor Landscape
Greenhouse:
Product Naming Formula
{Series} + [Assembled Dimensions: Width ft.-inch “x” Depth ft.-inch] + {"x" Height ft.-inch} + {Material} + {Color} + ["Greenhouse"]
Product Naming Example
8 ft. 6-inch x 12 ft. 6-inch Greenhouse
72-inch W x 72-inch D x 78-inch H Deep Pop-Up Greenhouse
Greenhouse Supplies:
Product Naming Formula
{Series} + [Type of Product] + ["for Greenhouse"]
Product Naming Example
Automatic Side Louvre Opener for Greenhouses
Thermometer:
Product Naming Formula
{Series} + [Type of Product] + [Indoor/Outdoor] + ["Thermometer"]
Product Naming Example
Magnetic Back Utility Indoor/Outdoor Thermometer
Weathervane:
Product Naming Formula
{Series} + [Type of Topper] + [“Weathervane”] + [Height –in.]
Product Naming Example
Duck Weathervane in Black 24 in.
MARKETING COPY