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The Home Depot CanadaSTYLE 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: Hardwood & Laminate Flooring of 12

CHECKLIST FOR ONLINE SKU REQUIREMENTS

HARDWOOD & LAMINATE FLOORING – ALL PRODUCTS

REQUIRED

AccessoriesPlease limit the number of accessory items to 12 or fewer.* FOR LAMINATE: Molding/Trim, Underlayment, Installation Tools

* FOR WOOD FLOORING: Molding/Trim, Underlayment, Installation ToolsCollectionsPlease attempt to limit the number of items in the collection to 12 or fewer.* FOR LAMINATE: Each, Case, Pallet Configurations

* FOR WOOD FLOORING: Each, Case, Pallet ConfigurationsCoordinating ItemsPlease attempt to limit the number of items in the coordinating group to 12 or fewer.* FOR LAMINATE: Sample

* FOR WOOD FLOORING: SampleImages and Assets

Alternate images are recommended for this category.* Lifestyle Image

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.

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 adjectiveUse “inches” when simply listing a measurementUse “ft.” for foot/feetUse a period after the abbreviationDo 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 diameterThey 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 cm20-mm gapStain and scale remover (1L)

Pounds Do not use the pound sign (#) to represent pounds when referring to weightUse “lb.” or “lbs.” with the period

600 lb. Capacity Heavy Duty Folding Platform Cart

Ounce and Fluid Ounce 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

Gallon and Quart Always use L (litre). 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

12-inch 20V Electric Cordless Trimmer/Edger10-inch 2.2 amp Corded Electric String Trimmer75W Equivalent Soft White Circline CFL Light Bulb


Use a space and “kW” for kilowatt and “kWh” for kilowatt hours

Horsepower Always use "HP"Never use a period after the abbreviationNever 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 anglesDo 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°FSuper 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 COPYPRODUCT NAMEThe 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 exampleiON 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

Hardwood Flooring:Product Naming Formula{Series} + [Appearance] + [Thickness “-inch Thick x" Width “-inch Wide x" Length-inch OR “Varying Length”] + [Construction] + [“Hardwood Flooring”] + [sq. ft. per case "( sq. ft. / case)"]

Product Naming ExampleNatural Reflections Oak Desert Natural 1/2-inch Thick x 5-inch Wide x Varying Length Solid Hardwood Flooring (22 sq. ft. / case)

Strand Woven Tiger Stripe 3/8-inchThick x 3-3/4-inchWide x 36-inch Length Click Lock Bamboo Flooring (22.69 sq. ft. / case)

*Thickness should always be denoted as a fraction

Hardwood Trim and Molding:Product Naming Formula{Series} + [Appearance] + [Thickness “-inch Thick x" Width “-inch Wide x" Length “-inch Length"] + [Product Name]

Product Naming ExampleRustic Natural Hickory 5/8-inch Thick x 2 1/4-inch Wide x 78-inch Length Overlap Reducer Molding


Engineered Hardwood Flooring:Product Naming Formula{Series} + [Colour/Material] + [Thickness “-inch Thick x" Width “-inch Wide x" Length-inch OR “Varying Length”] + [“ Engineered Hardwood Flooring”] + [sq. ft. per case "( sq. ft. / case)"]

Laminate Flooring:Product Naming Formula{Series} + [Material/Colour] + [Thickness mm "Thick x" Width “-inch Wide x" Length-inch "Length"] + [Construction: Plank or T-Moulding] + [“Laminate Flooring”] + [sq. ft. per case "( sq. ft. / case)"]

Product Naming ExampleXP Highland Hickory 10 mm Thick x 4 7/8-inch Wide x 47 7/8-inch Length Laminate Flooring (13.1 sq. ft. / case)

Laminate Trim and Molding:Product Naming Formula{Series} + [Appearance] + [Thickness “-inch Thick x" Width “-inch Wide x" Length “-inch Length"] + [Product Name]

Product Naming ExampleHigh Gloss Distressed Maple San Rios 7/16-inch Thick x 3 3/4-inch Wide x 94-inch Length Laminate Wall Base Molding


Laminate Samples:Product Naming Formula{Series} + [Material/Colour] + [Thickness “-inch Thick x" Width “-inch Wide x" Length “-inch Length"] + [Laminate Flooring] + [Sample]


Product Naming ExampleBruce American Vintage Scraped Tobacco Barn 3/8-inch T x 5-inch W x Varying L Engineered Hardwood Flooring (25 sq.ft. / case)

Solid Hardwood Flooring:Product Naming Formula{Series} + [Material/Colour] + [Thickness “-inch Thick x" Width “-inch Wide x" Length-inch OR “Varying Length”] + [“Solid Hardwood Flooring”] + [sq. ft. per case "( sq. ft. / case)"]

Product Naming ExampleMono Serra Canadian Northern Birch Natural ¾-inch T x 2 ¼-inch W x Varying Length Solid Hardwood Flooring (20 sq.ft. / case)

MARKETING COPYThe 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 EXAMPLEHand Scraped 3/4-inch Solid Hardwood floors are sealed with a 7-layer aluminum oxide finish, providing protection from everyday wear. This product has achieved Greenguard Indoor Air Quality Certification and has been tested for more than 10,000 volatile organic compounds, including formaldehyde, to meet these standards. The tongue and groove profile allows the flooring to be installed on and above grade. Hand scraped flooring is sculpted by hand to create vivid texture and unique richness of characteristics in each plank. The

elegance and look of the floor will create a beautiful illusion in your home.PRODUCT FEATURE / BENEFIT BULLET STATEMENTSFEATURE 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. HARDWOOD FLOORING - Wood Species feature and benefit[List: Domestic (North American Grown); Exotic (Grown outside of North America), Bamboo or Cork] - Wood Species: Real Domestic Maple Hardwood

2. HARDWOOD FLOORING - Exact Plank or Molding Size feature and benefit1/2-inch Thickness x 6-inch Width x Random Length Planks

17. LAMINATE FLOORING - Species, Appearance, and Collection nameReal Touch Elite Walnut Laminate Flooring

18. LAMINATE FLOORING - Exact Plank or Molding Size9.5 mm thickness x 6-inch width x 48-inch length planks

19. LAMINATE Trim and Molding – Coordinating Floor Thickness


3. HARDWOOD Trim and Molding - Coordinating Floor ThicknessState with what thickness floor the trim or molding will coordinate.- Item coordinates with 3/4-inch thick hardwood flooring

If thickness is universal, bullet should state: Coordinates with hardwood flooring of any thickness

4. HARDWOOD FLOORING - Square Feet per Case, and Case Weight feature and benefit18.89 sq. ft. per case and case weight: 49.7 lb.

5. HARDWOOD FLOORING - Construction: Engineered or Solid Wood Flooring feature and benefitConstruction: Solid Hardwood Flooring[Note: For engineered list ply] Construction: 7 ply cross grain Engineered Wood Flooring

6. HARDWOOD FLOORING - Finish and Gloss feature and benefit[List: Unfinished or Prefinished + Supplier Finish Name + Light, Medium or Dark Colour + Low, Medium or High Gloss + Surface texture] - Prefinished Charleston Chestnut Medium Colour, Low Gloss, Hand scraped finish

7. HARDWOOD FLOORING - Plank Edge feature and benefit[Options: Square, Micro, Eased or Beveled] - Planks have a square edge

8. HARDWOOD FLOORING - Janka Wood Hardness Rating feature and benefitJanka wood hardness rating/resistance to denting: 1450

9. HARDWOOD FLOORING - Grade Level Installation feature and benefitAppropriate Grade for Installation: Above Grade, On Grade or Below Grade

10. HARDWOOD FLOORING - Installation Method feature and benefitInstallation: Glue, float, staple or nail down

11. HARDWOOD FLOORING - Residential or Commercial Use feature and benefitResidential and commercial use

12. HARDWOOD FLOORING - Warranty feature and benefit25-year/lifetime structural manufacturer’s warranty

13. HARDWOOD FLOORING - Don’t ForgetDon’t forget your coordinating trim and moldings

14. HARDWOOD FLOORING - ShippingAll online orders for this item ship via parcel ground and may arrive in multiple boxes.

15. HARDWOOD FLOORING - Palletized items onlyIf your flooring is sold in pallet size and is online only, bullet needs to read:Item is sold online only, cannot be returned in less than full pallet

State with what thickness floor the trim or molding will coordinate.- Item coordinates with 7mm thick laminate flooring

If thickness is universal, bullet statement should be: Coordinates with laminate flooring of any thickness

20. LAMINATE FLOORING - Square Feet per Case, Case Quantity and Case Weight18.89 sq. ft. per case. Case quantity: 20. Case weight: 49.7 lb.

21. LAMINATE FLOORING - Finish and Gloss[List: Unfinished or Prefinished + Supplier Finish Name + Light, Medium or Dark Colour + Low, Medium or High Gloss + Surface texture] - Charleston Chestnut, Medium Colour, Hand-Scraped, Piano Finish

22. LAMINATE FLOORING - Plank Edge[Options: Square, Micro, Eased or Beveled] - Planks have a square edge

23. LAMINATE FLOORING - Underlayment Options[Options: Attached underlayment (list details), No attached underlayment]- Attached 2 mm sound-proofing foam underlayment

24. LAMINATE FLOORING - Grade Level Installation feature and benefitAppropriate Grade for Installation: Above Grade, On Grade or Below Grade

25. LAMINATE FLOORING - Radiant HeatingSelect radiant heating may be used

26. LAMINATE FLOORING - Installed Over What Type of SubfloorsCan be installed over both concrete and wooden subfloors

27. LAMINATE FLOORING - Residential or Commercial useResidential and commercial use

28. LAMINATE FLOORING - Warranty25-year/lifetime structural manufacturer’s warranty

29. LAMINATE FLOORING - Don’t ForgetDon’t forget your coordinating trim and moldings

30. LAMINATE FLOORING - ShippingAll online orders for this item ship via parcel ground and may arrive in multiple boxes.

If your flooring is sold in pallet size and is online only, bullet needs to read:Item is sold online only, cannot be returned in less than full pallet quantities

31. LAMINATE FLOORING - Palletized items onlyIf your flooring is sold in pallet size and is online only, bullet needs to read:Item is sold online only, cannot be returned in less than full pallet quantities


quantities

16. HARDWOOD FLOORING - Overage Recommendation[List the following.] It is recommended you purchase a minimum of 10% overage to account for cuts.

32. LAMINATE FLOORING - Overage Recommendation[List the following.] It is recommended you purchase a minimum of 10% overage to account for cuts.

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.

Main product images should only feature the product. No props or additional products (assortment groupings) are allowed within the primary image area. Alternate images of the product are encouraged to convey “lifestyle” images, and alternate views of important product features.

People and pets must not appear in any product image. Images must represent the correct colour of the product.

BACKGROUND/BORDERS: The product should be professionally presented on a white background. This can be accomplished by photographing the product

on a white background or outlining the product image live area and placing it on a white background. The background colour for product images should be #FFFFFF [Hex], 255, 255, 255 [RGB] or 0 [CMYK]. Acceptable alternatives for

white products are #F5F5DC R 245, G 245, B 220 (see HTML colour table below). The product contrast should be adjusted to ensure that the image has clarity and sharpness and is not washed out. The product should be centered inside the designated image area, with a buffer of comfortable white space around the product. A

product that is taller than it is wide will have less white space at the top and bottom than it does on the right or left. A product that is wider than it is tall will have less white space on the right and left than it does on the top and bottom.

Do not put a stroke (outline) or shadow around the image. All image canvas corners must be squared at a 90-degree angle.

HTML COLOUR TABLESHTML Colour Table 1

Name Sample Hex Triplet RGB CMYK

White #FFFFFF R-255 G-255 B-255 C-0 M- 0 Y- 0 K- 0

Beige #F5F5DC R-245 G-245 B-220 C-0 M- 0 Y- 10 K- 4

PRODUCT FILE FORMAT AND REQUIRED ASSETS

FILE FORMAT and NAME Image files MUST be in JPEG format. The format for naming your asset should enable users to quickly associate an asset to an item.


40 Character MAX - Name file names without any spaces (use underscores _ instead) – ensure each image name is unique and contains a shortened version of the product description

Example: Stok_quattro_grill_123.jpg


IMAGE EXAMPLES

A minimum of 1 Lifestyle Image is required for allShow the customer more information. For example, these images show the floor installed in a room and details of the plank.

CollectionsShould include the different pack sizes of the same product, i.e. pallets and other case or product sizes.

Accessoriesshould include all matching trim and molding pieces, along with underlayment and any tools needed for install

Coordinating ItemsSamples are required when available. Contact your Digital Content Analyst to attach the sample as a coordinating item.


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