The Home Depot

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2 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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Last Updated
: Thu, Feb 7, 2013

Data Standard: CHILD PROOFING ITEMS AND KITS

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CHILD PROOFING ITEMS AND KITS



















The Home Depot

STYLE SHEET FOR PRODUCT MARKETING CONTENT




CONTENTS

BRAND SUPPORT BEST PRACTICES
................................
................................
................................
..........................

2

ANATOMY OF THE HOMEDEPOT.COM PRODUCT
INFORMATION PAGE (PIP)
................................
..............

3

PRODUCT NAME AND MARKETING COPY
................................
................................
................................
.............

4

PRODUCT FEATURE / BENEFIT BULLET STATEMENTS

................................
................................
..........................

6

PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.COM
................................
................................
......................

7

PRODUCT FILE FORMAT AND REQUIRED ASSETS
................................
................................
................................
.

8

HTML COLOR TABLES

................................
................................
................................
................................
.................

9

CATEGORY CLASSIFICATIONS
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................................
................................
................................
....

10



Last Updated
: Thu, Feb 7, 2013

Data Standard: CHILD PROOFING ITEMS AND KITS

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BRAND SUPPORT BEST PRACTICES

MORE SAVING. MORE DOING.

Hel ping our customers get more out of their home
i mprovement projects is what The Home Depot is about. It’s only natural to express
that helpfulness with a genuine and fri endly voi ce. We don’t talk

at
customers. We talk

to
them.

As you create the marketing components associated with your product informat
ion, it’s important to keep the following points i n mind:



The Home Depot offers
genuine

value
-

avoid exaggeration and unsubstantiated cl aims for performance about your products.



Avoi d duplication. When referencing a product feature i n the description, con
sider not referencing it again i n the feature listings.



When referencing an attribute in
any

marketing component, be sure to check the value of that same attribute referenced
el sewhere, such as the attributes.



It i s helpful to create marketing copy/text in

a word processing program before cutting and pasting in the Vendor Li nk. This allows
you to use spell and grammar check.



Do not refer to available colors in the marketing copy. Product availability varies and any reference to a color that may not

be
avail
able for purchase should be avoided.



State the feature first, then list i ts benefit
-

how i t can help the consumer. Always think product feature and what value or benefit it
del ivers.



Wri te all numbers as digits, except when one number directly precedes an
other
-

then the first number should be spelled out (Two
4 i n. coi l burners). Measurement abbreviations must adhere to the Units of Measurement Table.



Wri te dimensions i n fractions. If the spec uses millimeters, centimeters, etc., refer to
www.onlineconver
sion.com
<http://www.onlineconversion.com>

and you can easily fi nd the appropriate conversion.



Features or feature/benefit statements must meet the minimum number established for the category (see page 5). Al ways strive
to
bui ld feature/benefit statements
that are based on the product features identified. Al ways consider the order of feature bullets
established for each category. Be sure to substantiate your statements with facts referenced i n the product manufacturer
specification sheet.



Pl ease
do not

use
any special characters such as the © Copyri ght Symbol,

®
Registered Symbol or Trademark Symbol when
i nserting your product information in Item Data Management.



Last Updated
: Thu, Feb 7, 2013

Data Standard: CHILD PROOFING ITEMS AND KITS

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ANATOMY OF THE HOMEDEPOT.COM PRODUCT INFORMATION PAGE (PIP)



Brand name
automatically
inserted by HomeDepot.com


Product name:

Fol lows the product name
formul a identified i n this
document



Description



Up to 1,500 characters


Feature bullets



75
-

250 characters each



4
-

10 features and/or feature/benefit
statements



Specifications



Created by Supplier during attribute
col l ection




More Info



Features relevant PDFs of Supplier
-
supplied energy guides, specifications,
sell sheets, installation guides and other
i nformation



Al so features links to buying guides,
project
guides and The Home Depot
Credi t Center



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Data Standard: CHILD PROOFING ITEMS AND KITS

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PRODUCT NAME AND MARKETING COPY


PRODUCT NAME

The product name for CHILD PROOFING ITEMS AND KITS is
created by a formula that i ncorporates important details about
your product. It is very
i mportant to follow the product name
formul a and to limit the product name to a maximum of 120
characters.

Fi rst and foremost, it is a requirement that has been
established by The Home Depot. Second, the product name
formul a supports the best experience by

allowing customers to
qui ckly l ocate specific products of i nterest at the category page
vi ew wi thout having to load the product detail page to confirm
type of CHILD PROOFING ITEMS AND KITS. And, third, since this
product will be appearing online, it i s im
portant to follow the
naming convention in order to optimize the content for search
engi nes and provide a consistent experience for the customer.

Do not include the manufacturer brand name in the product
name.

The manufacturer brand name should be entered
in the
Manufacturer Brand Name attribute during data collection and
wi l l be automatically added to the Product Name when the
i nformation is displayed on homedepot.com.



Product Name Legend



Items i n brackets [ ] are considered required elements of
the
product name.



Items i n parentheses { } are considered desired and may
onl y be supplied if i t is applicable to that product.



Items i n quotations “ “ are to be added as l isted.


Bed Rail:

Product Naming Formula

{Seri es} + {Bed Rail Type} + ["Bed Rail"] +
["for"] + [Compatible
Bed Si ze] + {Quantity i f more than one} + {"
-
Pack"}


Product Naming Example

Secure Top Bed Rail for Twin Bed


Drawer/Door Latch/Lock:

Product Naming Formula

{Seri es} + [Latch or Lock Type] + ["Latch" or "Lock"] + {Quantity
i f more tha
n one} + {"
-
Pack"}


Product Naming Example

ProGrade Childproof Cabinet Lock (10
-
Pack)

Spri ng Loaded Cabinet and Drawer Latch (4
-
Pack)

Cabi net Flex Lock (2
-
Pack)








Outlet Cover:

Product Naming Formula

{Seri es} + [Product Name] + {Quantity i f more than
one} + {"
-
Pack"}


Product Naming Example

Double
-
Touch Plug 'N Outlet Cover (2
-
Pack)

Power Stri p Cover

Ul tra Cl ear Outlet Pl ug (12
-
Pack)


Furniture Guard:

Product Naming Formula

{Seri es} + {Furniture Type} + [Product Name] + {Quantity i f
more than one} +
{"
-
Pack"}


Product Naming Example

Corner Edge Guard (4
-
Pack)

Expandable Table Edge Bumper


Stabilizer:

Product Naming Formula

{Seri es} + [Product Name] + {Quantity i f more than one} + {"
-
Pack"}


Product Naming Example

Fl at Screen TV Lock

Anti
-
Tip Furnitur
e Strap (2
-
Pack)


Childproofing Kit:

Product Naming Formula

{Seri es} + [Number of Pieces] + ["
-
Piece"] + [Ki t Type] +
["Chi l dproofing Kit"]


Product Naming Example

26
-
Pi ece Doors & Drawers Childproofing Kit

46
-
Pi ece Essentials Childproofing Ki t


Child
Stair Handrail:

Product Naming Formula

{Seri es} + [Length] + [Product Name]


Product Naming Example

12 ft. Banister Mount Child Handrail Kit


Other Childproofing Product:

Product Naming Formula

{Seri es} + [Product Name] + {Quantity i f more than one} + {"
-
P
ack"}


Product Naming Example

Cord Short'ner

Gri p 'n Twist Door Knob Covers (3
-
Pack)

ProGrade Push
-
Button Toilet Lock

MARKETING COPY

Remember that what you type in the description field will

Last Updated
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Data Standard: CHILD PROOFING ITEMS AND KITS

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appear to our customers. You are creating a product
description
that appears on HomeDepot.com, not your
manufacturing company website. This means that your
descriptions must stand on their own without the use of
asterisks to qualify a statement. Further, from a Search Engine
Opti mization (SEO) perspective, your descrip
tion should focus
on the key terms that make your product unique.

Poorl y wri tten descri ptions will detract from the value of your
product. If you speak
at

the customer vs.
to

the customer, you
wi l l detract from the brand equity developed by The Home
Depot.

Rethink how you write descriptions to provide our
customers with the i nformation needed to make an informed
deci sion.



It i s good practice to i nclude all or part of the name of the
product i n the first sentence of the description.



Try to create a product d
escription that is at least 3
sentences but no more than 1500 characters.



Remember the product description is the introduction to
the product and that i t is followed by features and
feature/benefit statements (next page).



Thi s description is about the spec
ific product, not your
brand.


EXAMPLE


GOOD

Thi s example includes the product name and references one
di stinguishing feature with a lifestyle benefit.


One Step Ahead Door Knob Locks fit over door knobs and are
easy for adults to use, but beyond little
ones’ grasps, preventing
children from entering parent
-
only rooms.


EXAMPLE


BETTER

Thi s description is better because i t builds on the above
example by referencing two benefits made available by one
feature.


Safety 1st Drawer Latches feature a sturdy,
child
-
resistant
design that is difficult for children to defeat but simple for
adults to operate preventing access to unsafe items.


EXAMPLE


BEST

Thi s description is best because it references multiple
di stinguishing features and emphasizes practical and

important
customer benefits.


Keep your child from opening the toilet lid while keeping it
easily accessible to you with the Safety 1
st

ProGrade Push
-
Button Toilet Lock. The push button allows for 1
-
hand opening,
and the SecureTech locking indicator lets
you know the lid is
locked. The adjustable base attaches to existing toilet hardware
for a secure fit.





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Data Standard: CHILD PROOFING ITEMS AND KITS

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PRODUCT FEATURE / BENEFIT BULLET STATEMENTS


FEATURES


BEST PRACTICES




A mi nimum of 4 bullets is required for products i n this
category. If a feature does not apply, simply move to the next feature listed
bel ow. You may add more than 4 features if they are relevant to the product.



Al ways strive to build feature/benefit statements that are based on the product features i dentified.



Be sure to substantiate your statements with facts


i t is confusing to simply state a feature i s “better,” which begs the question,
better than what?



Start wi th feature name and always capitalize the first l etter.



Avoi d starting a feature bullet with word
s such as “the, this, it’s”


get to the point.



Do not i nclude punctuation at the end of the bullet (no periods or semi
-
colons).



Use numerals for all numbers


do not spell out numbers even when beginning a bullet. The only exception to this rule i s when t
wo
numbers follow each other; always spell out the first number.



Use short words and phrases that link feature with benefit.



Keep i t simple, express one thought at a ti me and use plain, straightforward language. Remember the importance of genuine,
i nsightf
ul talk that is down to earth.



Do not use asterisks to qualify a statement.


FEATURE BULLET RANKING AND EXAMPLES


When you use any of the following bulleted feature suggestions i n your description, be sure to use different wording to descr
ibe that
feature
if you intend to reference i t in the bulleted feature/benefits. If you come across features that are not listed below but you

feel
they are i mportant to the customer, please fi rst try to combine it wi th an existing feature below or you may add it separatel
y. Be sure to
address all 7 features in the following order.


Note: Only use the following feature bullets (that are applicable) listed in the sequence orders below:


1. Compatibility feature and benefit

Twi n
-
size bed rail keeps sleeping child safe

Works
on side
-
by
-
side cabinets with handles or knobs


2. Installation feature and benefit

Snap
-
on i nstallation offers quick and easy childproofing

Installs directly onto the wall to provide a handrail appropriate for
your chi l d’s height and grip


3. Material fea
ture and benefit

El asticized fabric cushion stretches to fi t furniture snugly, providing
a soft barrier against sharp corners


4. Adjustability feature and benefit

Fi ts knobs and handles 2 i n. to 6
-
1/2 i n. apart for versatile use

Adjustable straps ratchet
to provide a tensioned fit for anti
-
tip
stability

5. Appearance feature and benefit

Whi te finish blends with bathroom décor

Cl ear guard allows your remote to function while keeping little
hands away from A/V equipment


6. Other feature and benefit

Bed rail

folds down for storage when not i n use

Bui lt
-
in cord management functionality helps reduce excessive
cord l ength


7. Parts included feature and benefit

Incl udes door knob covers, latches and outlet plugs to target and
chi l dproof key hazard areas i n the ho
me

Comes with finger pinch guard, cabinet lock, 3 door knob covers, 7
spring
-
and
-
release latches and 14 wide
-
grip latches to childproof
doors and drawers


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Data Standard: CHILD PROOFING ITEMS AND KITS

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PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.COM


To ensure an optimum customer experience
on homedepot.com, the following product i mage requirements have been established.


SIZE



Mai n i mage must be at l east a minimum of 1000 pi xels x 1000 pi xels.



In order for alternate i mages to be zoomable they must be at l east a minimum of 1000 x 1000


PHOTOGR
APHY:



Al l products must be digitally photographed out of the package with the exception of products such as extension cords, fasten
ers
and other products that are typi cally represented in the package. All products should be represented by an image in the pack
ag
e
and also out of the package to support common i ndustry product presentations. If an image is shot i n the packaging, both the
front
and the back of the package should be shot to include any marketing copy or disclaimer i ncluded on the packaging.
This is t
o be
assessed on an as need basis by the vendor, merchant and homedepot.com.




Mai n product i mages should only feature the product. No props or additional products (assortment groupings) are allowed with
in
the pri mary i mage area. Al ternate i mages of the p
roduct are encouraged to convey “lifestyle” images, and alternate views of
i mportant product features.



Peopl e and pets must not appear i n any product i mage.



Images must represent the correct color 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 i mage live area and placing i t on a white background.



The background color for product i mages should be
#FFFFFF [Hex], 255, 255, 255 [RGB] or 0 [CMYK]. Acceptable alternatives for
whi te products are #F5F5DC R 245, G 245, B 220 (see HTML color table below).



The product contrast should be adjusted to ensure that the image i s not washed out and that i t is consi
stent with other images for
cl ari ty and sharpness.



The product should be centered i nside the designated i mage area, with a buffer of comfortable white space around the product.

A
product that i s taller than it is wide will have l ess white space at the top
and bottom than it does on the ri ght or l eft. A product that
i s wi der than i t is tall will have l ess white space on the right and l eft than i t does on the top and bottom.



Do not put a stroke (outline) or shadow around the image.



Al l i mage canvas corners mu
st be squared at a 90 degree angle.




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: Thu, Feb 7, 2013

Data Standard: CHILD PROOFING ITEMS AND KITS

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PRODUCT FILE FORMAT AND REQUIRED ASSETS


FILE FORMAT



Image files MUST be in JPEG format.



The format for naming your asset should enable users to quickly associate an asset to an i tem.



Example:
yourModel#_productimage.jpg, your UPC_productimage.jpg, yourModel#_lifestyle.jpg


REQUIRED ASSETS



Use and Care Manual

(Required)




Warranty

(Required)




Li festyle/Alternate Image

(Required)




Warranty

(Required)





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Data Standard: CHILD PROOFING ITEMS AND KITS

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HTML COLOR TABLES


HTML Col or
Table 1

Name

Sampl e

Hex Tri pl et

RGB

CMYK

Whi te


#FFFFFF

R
-
255 G
-
255 B
-
255

C
-
0 M
-

0 Y
-

0 K
-

0

Bei ge


#F5F5DC

R
-
245 G
-
245 B
-
220

C
-
0 M
-

0 Y
-

10 K
-

4














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Data Standard: CHILD PROOFING ITEMS AND KITS

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C
ATEGORY

C
LASSIFICATIONS



\
Chi l dcare
\
Child Protection

\
Chi l dcare
\
Child
Protection
\
Accessories

\
Chi l dcare
\
Child Protection
\
Child Stair Handrails

\
Chi l dcare
\
Child Protection
\
Furniture Safety

\
Chi l dcare
\
Child Protection
\
Furniture Safety
\
Bed Rails

\
Chi l dcare
\
Child Protection
\
Furniture Safety
\
Guards

\
Chi l dcare
\
Child Protection
\
Fur
niture Safety
\
Stabilizers

\
Chi l dcare
\
Child Protection
\
Gates

\
Chi l dcare
\
Child Protection
\
Latches and Locks

\
Chi l dcare
\
Child Protection
\
Monitors

\
Chi l dcare
\
Child Protection
\
Monitors
\
Audio

\
Chi l dcare
\
Child Protection
\
Monitors
\
Audio & Vi deo

\
Chi l dcare
\
Child Pr
otection
\
Outlet Covers