Toilet Seats Tank Covers

7/31/2019 Toilet Seats Tank Covers

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KITCHEN AND BATH BATH

Toilet Seat

Toilet Tank Cover

The Home Depot

STYLE SHEET FOR PRODUCT

MARKETING CONTENT

CONTENTS

BRAND SUPPORT BEST PRACTICES ................................................................................................. 2

ANATOMY OF THE HOMEDEPOT.COM PRODUCT DETAIL PAGE TEMPLATE ..................................... 3

PRODUCT NAME AND MARKETING COPY ...................................................................................... 4

PRODUCT FEATURE/BENEFIT BULLET STATEMENTS ....................................................................... 5

PRODUCT PRIMARY IMAGE GUIDELINES........................................................................................ 6

OTHER ASSETS AND PRODUCT IMAGES ......................................................................................... 7


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BRAND SUPPORT BEST PRACTICES

MORE SAVING. MORE DOING.

Helping our customers get more out of their home improvement projects is what The Home Depot is about. Its only natural to

express that helpfulness with a genuine and friendly voice. We dont talk at customers. We talk to them.

As you create the marketing components associated with your pro duct information, its important to keep the following points

in mind:

The Home Depot offers genuine value avoid exaggeration and unsubstantiated claims for performance about your

products.

Avoid duplication. When referencing a product feature in the description, consider not referencing it again in the feature

listings.

When referencing an attribute in anymarketing component, be sure to check the value of that same attribute referenced

elsewhere, such as the attributes.

It is helpful to create marketing copy/text in a word processing program before cutting and pasting in the Vendor Link. 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 available for purchase should be avoided.

State the feature first, then list its benefit how it can help the consumer. Always think product feature and what value

or benefit it delivers.

Write all numbers as digits, except when one number directly precedes another then the first number should be spelled

out (Two 4 in. coil burners). Measurement abbreviations must adhere to the Units of Measurement Table.

Write dimensions in fractions. If the spec uses millimeters, centimeters, etc., refer to www.onlineconversion.com and you

can easily find the appropriate conversion.

Features or feature/benefit statements must meet the minimum number established for the category (see page 5). Always

strive to build feature/benefit statements that are based on the product features identified. Always consider the order of

feature bullets established for each category. Be sure to substantiate your statements with facts referenced in the product

manufacturer specification sheet.

Please do notuse any special characters such as the Copyright Symbol, Registered Symbol or Trademark Symbolwhen entering your product information into the Item Data Management system.
http://www.onlineconversion.com/http://www.onlineconversion.com/


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

Brand name automatically inserted

by HomeDepot.com

Product name:

Follows the product name formula

identified in this document

Description

Up to 1,500 charactersFeature bullets

75 250 characters each 4 10 features and/or feature/benefit statements

Specifications

Created by Supplier during attribute collection

More Info

Features relevant PDFs of Supplier-suppliedenergy guides, specifications, sell sheets,

installation guides and other information

Also features links to buying guides, projectguides and The Home Depot Credit Center


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PRODUCT NAME AND MARKETING COPY

PRODUCT NAME

The product name for Toilet Seats and Tank Covers is created

by a formula that incorporates important details about your

product. It is very important to follow the product nameformula and to limit the product name to a maximum of

120 characters.

First and foremost, it is a requirement that has been

established by The Home Depot. Second, 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 Toilet Seat or Tank Cover. And, third, since this

product will be appearing online, it is important to follow the

naming convention in order to optimize the content for search

engines 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 will be automatically added to the Product Name when

the information is displayed on homedepot.com.

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.

Toilet Seat with Open Front:

Product Naming Formula{Series} + [Shape] + [Open Front] + [Toilet Seat] +

[in + Color]

Product Name Example

Elongated Open Front Toilet Seat in White

Lustra Round Open Front Toilet Seat in White

Toilet Seat with Closed Front:

Product Naming Formula

{Series} + [Shape] + [Closed Front] + [Toilet Seat] +

[in + Color]


Round Closed Front Toilet Seat in White

Savona Elongated Closed Front Toilet Seat in White

Toilet Tank Cover:Product Naming Formula

{Series] + [Toilet Tank Cover] + [in + Color]


Cadet Toilet Tank Cover in White

MARKETING COPY

Remember that what you type in the description field will

appear to our customers. You are creating a product

description that appears on HomeDepot.com, not your

manufacturing company website.

MARKETING COPY, continued

This means that your descriptions must stand on their own

without the use of asterisks to qualify a statement. Further,

from a Search Engine Optimization (SEO) perspective, yourdescription should focus on the key terms that make your

product unique.

Poorly written descriptions will detract from the value of your

product. If you speak at the customer vs. to the customer, you

will detract from the brand equity developed by The Home

Depot. Rethink how you write descriptions to provide our

customers with the information needed to make an

informed decision.

It is good practice to include all or part of the name of theproduct in the first sentence of the description.

Try to create a product description that is at least 3

sentences but no more than 1500 characters.

Remember the product description is the introduction to

the product and that it is followed by features and

feature/benefit statements (next page).

This description is about the specific product,

not your brand.

EXAMPLE GOOD

This example includes the product name and references one

distinguishing feature with a lifestyle benefit.

Add drama to your bath with this Delta Victorian Tank Lever

that adds a period detail to your bathroom with soft curvesand intricate handcrafted details.

EXAMPLE BETTER

This description is better because it builds on the above

example by referencing two benefits made available by

one feature.

The flexible design of this Kohler Pinoir Toilet Tank allows it to

be paired with Wellworth and Highline bowls. The 1.6-gallons-

per-flush design provides ample flushing power while saving

over 1,500 gallons of water per year.

EXAMPLE

BEST

This description is best because it references multiple

distinguishing features and emphasizes practical and

important customer benefits.

The Kohler Brevia elongated closed front toilet seat features a

sleek, molded design to prevent debris from collecting in the

seams, bumpers or hinge attachment to reduce cleaning time.

The durable polypropylene finish wont crack, scratch, stain or

peel for increased durability. .


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PRODUCT FEATURE / BENEFIT BULLET STATEMENTS

FEATURES BEST PRACTICES

A minimum of 4 bullets is required for products in this category. If a feature does not apply, simply move to the next

feature listed below. You may add more than 4 features if they are relevant to the product.

Always strive to build feature/benefit statements that are based on the product features identified.

Be sure to substantiate your statements with facts it is confusing to simply state a feature is better, which begs the

question, better than what?

Start with feature name and always capitalize the first letter.

Avoid starting a feature bullet with words such as the, this, its get to the point.

Do not include 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 is

when two numbers follow each other; always spell out the first number.

Use short words and phrases that link feature with benefit.

Keep it simple, express one thought at a time and use plain, straightforward language. Remember the importance ofgenuine, insightful 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 in your description, be sure to use different wording to

describe that feature if you intend to reference it in the bulleted feature/benefits. 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. Be sure to address a minimum of 4 relevant features in the following order.

1. Compatibility feature and benefit

For use with Town Square 2-piece toilet models

2797 and 2787

2. Material feature and benefit

Durable molded wood and superior high-gloss finish

resists chipping and scratching

3. Design feature and benefit

Molded design provides less opportunity for debris

to collect in seams, bumpers or hinge attachment for

easy cleaning

4. Flushing system feature and benefit

Ingenium flushing system delivers 3.5 gallon

performance in a 1.6-gal. package for powerful waste

removal while saving water

5. Convenience feature and benefit

Open front with smaller opening and scalloped side

handles for comfort and support of young children

Adjustable heated seat with 3 temperature settings

for added comfort

6. Care/maintenance feature and benefit

EasyClean technology provides twist hinges for

removal, making cleaning and replacement easy

7. Kit contents feature and benefit

Includes cover, plastic hinges and bumper molding for

complete replacement or installation


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Product Primary Image Guidelines for Homedepot.com

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

established.

SIZE: Preferred, minimum image size: 1000 pixels x 1000 pixels.PHOTOGRAPHY:

All products must be digitally photographed out of the package with the exception of products such as extension cords,

fasteners and other products that are typically represented in the package. Some products should be represented by an

image in the package and also out of the package to support common industry product presentations. This is to be

assessed on an as need basis by the vendor, merchant and homedepot.com.

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 color of the product.

Logo must be visible in the picture

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 color 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 color table below).

The product contrast should be adjusted to ensure that the image is not washed out and that it is consistent with other

images for clarity and sharpness.

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.

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 item.

Example:

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

HTML Color Table 1

Name Sample Hex Triplet RGB CMYK

White #FFFFFF R255, G255, B255 0

Beige #F5F5DC R245 G 245 B220 C4 M1 Y16 K0


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Other Assets and Product Images

Specifications sheet Users installation guide Manufacturers warranty

Documents

Toilet Seats Tank Covers