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: November 2016 Data Standard: Roofing Page 3 of 9
CHECKLIST FOR ONLINE SKU REQUIREMENTS
ROOFING – 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: November 2016 Data Standard: Roofing Page 3 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 / 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 mm or L for Canadian market.
Use a period after the abbreviation
Never use a hyphen between the number and unit of measure / Rubbermaid 38.8L Clear Clever Store Tote
Gallon and Quart / Always use mm or L for Canadian market.
Use a period after the abbreviation
Never use a hyphen between the number and "Gal." or "Qt." / Rubbermaid 38.8L Clear Clever Store Tote
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. in. cu., etc.) / Strips and cuts 20 - 30 AWG Solid (.50 - .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
Flashing:Product Naming Formula
{Series} + [Assembled Dimensions: Width-inch "x" Length ft. or if flashing has Duct Type, Diameter-inch] + {Material} + {Flashing Type} + [“Flashing”] + {"with" Feature}
Product Naming Example
20-inch x 10 ft. Aluminum Flashing
4-inch Roof Flashing with Tapered Stack
20-inch x 50 ft. Aluminum Drip Edge Flashing
24-inch x 3 ft. Galvanized Steel Flat Sheet Flashing
Flashing Kit:
Product Naming Formula
{Series} + {Assembled Dimensions: Width-inch "x" Length-inch} + {Material} + {Flashing Type} + [“Flashing”] + {“Kit”}
Product Naming Example
ECL Curb Mounted Step Flashing Kit
EH/A-A 48-inch x 46-inch Aluminum High Profile Flashing Kit
Flashing for Skylight:
Product Naming Formula
{Series} + {Flashing Type} + ["Flashing"] + {"Kit"} + {"with" Feature} + ["for" Skylight Type] + ["Skylight"]
Product Naming Example
Deck Mounted Shingle Flashing Kit for Size 606 Skylight
Flashing Kit for Curb Mount Skylight
2270 High-Profile Tile Roof Flashing with Adhesive Underlayment for Curb Mount Skylight
Flashing - Other:
Product Naming Formula
{Series} + {Assembled Dimensions: Width-inch "x" Length-inch} + {Material} + {Flashing Type} + [“Flashing”] + {"with" Feature}
Product Naming Example
10 3/4-inch x 14 1/2-inch Aluminum Angle Flashing
Liquid Coating and Sealant:
Product Naming Formula
{Series} + [Capacity oz. or gal.] + {Product Type} + [Product] + {Quantity if more than 1 “(-Pack)"}
Product Naming Example
Through the Roof 10 1/2 oz. Sealant (4-Pack)
5 gal. Elastomeric Roof Coating
5500 5 gal. Acrylic Elastomeric Roof Coating and Sealer
Ridge Cap:
Product Naming Formula
{Series} + [Length ft.] + {"x" Width-inch} + {Colour/Finish} + {Material} + [“Ridge Cap”]
Product Naming Example
6 ft. Galvanized Ridge Cap
79-inch x 12 1/2-inch Brown Ridge Cap
4 ft. Castle Grey Polycarbonate Ridge Cap
4 ft. x 12-inch Sedona Brick Polycarbonate Ridge Cap / Rolled Roofing:
Product Naming Formula
{Series} + [Width-inch "x" Length ft.] + ["(Coverage Area sq. ft.)"] + [Roofing Type] + {"in" Colour}
Product Naming Example
36-inch x 33 ft. (100 sq. ft.) Modified Bitumen Rolled Roofing in White
Roof Panel:
Product Naming Formula
{Series} + [Length ft.] + {Roof Panel Type} + [Material] + [“Roof Panel”] + {"in" Colour/Finish}
Product Naming Example
3 ft. Aluminum Roof Panel
4 ft. Steel Roof Panel in Beige
5 ft. Classic Rib Steel Roof Panel in Light Stone
Standard Shingles:
Product Naming Formula
{Series} + {Installation Type "3-Tab", "Dimensional" or "Architectural"} + [Colour] + {Material} + {Shingle Type} + [“Shingles”] + {Features "Duragrip or Self-Sealing", "Stainguard Protection", "Algae-Resistant", "Colour-Lock"} + [Coverage # "linear. ft. per Bundle"]
Product Naming Example
TimberTex Dimensional Slate Ashphalt Shingles with Stainguard Protection (20 Linear ft. per Bundle)
Timberline 3-Tab High Definition Charcoal Ashphalt Shingles with Duragrip (33.3 Linear ft. per Bundle)
Wall Connector:
Product Naming Formula
{Series} + [Length ft.] + {"x" Width-inch} + {Colour/Finish} + {Material} + [“Wall Connector”]
Product Naming Example
4 ft. x 8-inch White Opal Wall Connector
4 ft. Clear Polycarbonate Wall Connector
Other Accessory:
Product Naming Formula
{Series} + {Size} + {Material} + {Product Type} + [Product] + {"with" Feature} + {Quantity if more than 1 “(-Pack)"}
Product Naming Example
44-inch Solid Closure Strips (4-Pack)
J-Channel Galvalume
Gable Trim Galvalume
8 ft. Plastic H Profile for 16 mm Panels
EPDM Self-Adhesive Rubber Flashing Tape
0.7 lbs. Rubber Roof Repair Kit
1.84 lbs. Epdm Seam Tape
Malla 3 ft. x 150 ft. Fiberglass Repair Sheeting
22 1/2-inch Shingle Remover
2-inch Coarse Zinc-Plated Steel Hex-Head Wood Screws (50-Pack)
Hip & Ridge Shingles:
Product Naming Formula
{Series} + {Installation Type "3-Tab", "Dimensional" or "Architectural"} + [Colour] + {Material} + [Shingle Type “Ridge Cap”] + [“Shingles”] + {Features "Duragrip or Self-Sealing", "Stainguard Protection", "Algae-Resistant", "Colour-Lock"} + [Coverage # "linear. ft. per Bundle"]
Product Naming Example
TimberTex Dimensional Slate Ashphalt Ridge Cap Shingles with Limited Lifetime Warranty (20 linear ft. per bundle)
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
Enjoy the look of expensive, heavy roofing tiles without the added cost and difficulty of installation using the Ondura 79-inch Organic Fiber Roof Panel. These panels can be installed directly over previous materials, creating additional savings by eliminating disposal of non-biodegradable shingles. For lifelong use, the panels are impregnated with asphalt to ensure maximum strength.
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. Use/Function feature and benefitEasily formed, bent, cut and shaped for all project needs
Can be applied to wet surfaces, allowing application during or after rain for precise leak location
2. Material/Strength feature and benefit
Fluted polypropylene has high impact strength, making it resistant to breakage
Lightweight aluminum will not rust for added durability
3. Compatibility feature and benefit
Made for 4/12 roof pitch but can be adapted to 3/12 - 5/12 to fit most roofs
Adheres to most materials, offering numerous use options
4. Convenience feature and benefit
The thinner gauge material is lightweight and easy to use
Handyman size for convenience in portability and use
5. Resistance feature and benefit
Weatherproof, non-corrosive, and UV and water resistant so it will not rot, warp, fade, or rust
High chemical resistance eliminates swelling
Chemical-resistant fluorine rubber O-ring provides secure sealing
6. Fire Retardant feature and benefit
Fire retardant for added safety / 7. Combustible feature and benefit
Needs no clearance next to combustibles; ideal for surrounding chimney vents
8. Design feature and benefit
Corrugated design allows for flexibility without cracks or damage
Low-odor and low-VOC content for a safe and less irritating application
Withstands extreme temperatures ranging from -35 degrees
Puncture and abrasion resistant providing extreme durability
9. Installation feature and benefit
Flexible material can be installed on arched roofs and curved walls
10. Maintenance feature and benefit
Does not absorb dust, dirt, oil or grease, requiring minimal maintenance
11. Required for Roof Coating and Sealants: Waterproof feature and benefit
Waterproof for immediate repelling of water
12. Required for Roof Coating and Sealants: Coating design feature and benefit
Remains elastic to absorb movement caused by wind to permanently stop and prevent leaks
PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.CA