Style Guide Ecommerce

Content Resource Guide
For Sporting Goods

Introduction
Purpose of This Guide

This guide is designed to help you prepare content for the Total Sports site. Its a centralized
document that includes everything from copy and imagery information to attribute and rich content
requirements by category.
How to Use It
Four sections make up this guide Copy, Imagery, Attributes and Rich Content. Review each section
before submitting content to ensure standards are met.
Contact Information
For questions about this guide, contact Jiju John
Mobile 9920619439
Copy
Copy is crucial to selling products online. This type of content lists details (sometimes not seen in the
images) that the customers will want to know before making their purchase decisions. Unlike in-store
shoppers, online shoppers are not able to touch the item, open it up or look inside. Therefore, it is
important to tell your story here, giving as many details as possible.
Good copy not only serves our customers on the item pages, it also impacts Search Engine Optimization
(SEO). For instance, the more original and detailed your copy, the more likely it will display when its
searched for on the major search engines like Google. Make sure your product titles and descriptions
include keywords for the product item name and various ways in which people describe it.
Familiarize yourself with the target audience and how they search for your products. Use Googles
keyword suggest tool to get a list of terms for how users search for your products (this is the drop down
list of keywords from Googles search box) if needed. Include these variant terms into the copy. Avoid
using duplicate descriptions from other sources.
Things to Avoid
Hyperbolic statements (Everyone's favorite brand)

Overpromising (Look 5 years younger in just 2 weeks!)
Guarantees (If you don't see results in 6 weeks, we'll refund your money.)
Symbols, such as , and
Copy Components and Standards

Product Name: includes the brand name, product name and key features (see style guide for
specifics). For consistency, it is necessary to follow the exact naming convention outlined in the style
guide.
Product Description: is an overview of the key selling points of the product, marketing content and
product highlights. Information entered here should be in paragraph form. See example below.
Product Features & Benefits: is a list of key features and benefits. Information entered here should
be in bulleted form. See example below.
Search Description: is an abbreviated list of no more than three bullets that covers the top features
(see style guide for specifics.) Note: If there are too many characters in the description, the last bullet
will be truncated (see example below.) For consistency, it is necessary to enter the requested
information as outlined in the style guide.
Copy Examples (Dos and Donts)
Correct Product Description

A stationary cycle provides one of the most
effective low-impact aerobic exercises to
increase your metabolism for more efficient
calorie- and fat-burning.
Incorrect Product Description

A STATIONARY CYCLE PROVIDES ONE OF
THE MOST EFFECTIVE LOW-IMPACT
AEROBIC EXERCISES FOR INCREASING
YOUR METABOLISM FOR MORE EFFICIENT
CALORIE AND FAT BURNING.
Correct Product Features & Benefits
Incorrect Product Features & Benefits
Dial tension with strap resistance to set

workout intensity
Smooth pedaling action similar to real
biking
Multiple seat positions adjust to fit most
users
In Touch monitor with large, easy-to-read
numbers
Correct Search Description
Dial tension with strap resistance to set workout

intensity * Smooth pedaling action similar to real
biking * Multiple seat positions adjust to fit most
users * InTouch monitor with large, easy-to-read
numbers
Incorrect Search Description
Keeps you warm to minus 5 degrees

Includes cotton flannel pillow
Comes with carrier
Keeps you warm to minus 5 degrees

Includes cotton flannel pillow
Comes with carrier
Air channel construction lets yo.
Base-Variant Copy
For items sold as base-variants (multiple colors and/or sizes), Product Names, Product Descriptions
and Product Features & Benefits, and Search Description should not include color and/or size
information. This information will be contained in drop-down menu(s) on the item pages.
Imagery
Imagery, the visual reference point for online shoppers, should be clear and easily recognizable. It
should show as much of the products features as possible. We currently accept images with and
without shadows; the shadows actually help anchor items so they dont appear to be floating.
Images should be photographed at right-facing angles (away from the taxonomy), unless they are
better suited at other angles. Images should not contain any overlay type or messaging. And, finally,
because the image area is square in ratio, a square-proportioned image is required in order to maximize
this area.
Silhouette Images
Silhouette images are shot on white backgrounds. The item should fill approximately 100% of the
image area. For items contained in kits or packs, its highly recommended that one image shows the
contents outside the box. That way, customers can clearly see what items are included.
Hero Image
The hero image is considered the most impactful. It is the first image the customers see on the site
and/or item page and is therefore the most important. One hero image must always be included when
you set up an item. The hero image is generally submitted as a silhouette shot.
Naming Convention: It must be named using its model-no. To get a Model no. Include the file
extension (.jpg ) in the file name (ie: Brand-75468 becomes Brand-75468.jpg).
Resolution: We recommend using a resolution of 2000 x 2000 pixels at 300 PPI as this will enable
pan-and-zoom functionality. Pan and zoom is not available on low-resolution images of 500 x 500
pixels at 72 PPI. Do not enlarge or upsize digital images if they do not meet the above requirements
this will result in a degraded image.
Format: We recommend using JPG.
Alternative View Imagery

An alternative view (AV) image is any secondary image that shows accessories or other important
attributes not necessarily seen in the Hero image. An AV highlights details like stitching, accessories
or additional angles. It may also show the item in an environmental setting (indoors or outdoors),
giving customers an idea of how large or small the item is in relation to other objects.
Naming Convention: AV images must be named using the Brand Model. Exclude the check digit and
left-pad with zeros, followed by an underscore, then AV, AV1, etc. Also include the file extension
(.jpg, .tif). For example, the first AV is Brand-75468-AV.jpg, the second AV is Brand-754681-AV1.jpg
and so forth.
Resolution: We recommend using a resolution of 2000 x 2000 pixels at 300 PPI as this will enable
pan-and-zoom functionality. Pan and zoom is not available on low-resolution images of 500 x 500
pixels at 72 PPI. Do not enlarge or upsize digital images if they do not meet the above requirements
this will result in a degraded image.
Format: We recommend using JPG.
Attributes & Categorization

Before an item makes it onto the site, data (such as brand, department, age group and size) is
collected. This data helps provide a better online search and browse experience for shoppers. The
use of this data makes shopping much easier because customers are able to find and buy products
through enhanced navigation.
Among the data collected, two areas play key roles in the setup of an item the Categorizations and
the Product Attributes. The Categorizations: categorize the items while the Product Attributes provide
a shop-by-experience based on specifics.
Categorization
On the Total Sport site, Cs are used to drive items to the correct department on the site and often are
displayed as left-hand links, which help further refine product selection.
Product Attributes
To help customers further refine their search, Product Attributes are assigned. These attributes
include primary ones (such as brand and price) and secondary ones (such as colors and sizes).
The image below shows how Cs and Attributes work together:
Note: If some of the data is omitted during the setup process, its likely that particular item may not
show up on the page when customers are shopping. For instance, if Bike Type Electric Bike is not
filled out as a Product Attribute, then that bike will not come up in a search for Electric Bikes. The
end result could mean a loss in sales because customers may not know that bike was an option.
Products Style Guide

Department Name:
Category:
Sub Category:
Dated:
Fitness
Strength & Weight
Training
Abs & Core Tonner
4/10/2014
Copy:
Product Name:
Product Details:
Required:
Brand / Series / Ab Trainer
Example:
Lounge Ultra Jackknife Ab Trainer
Required: Provide a Product Description and Product Features and Benefits.

Product Description:
Recommended: An overview of the key selling

points of the product, marketing content and
product highlights. Information entered here
should be in paragraph form.
Max Character Count:
1000
Product Features &

Benefits:
Required: The products key features, benefits

and item specifics. Information entered here
should be in bulleted form. The information for this
item should contain the requested information as
outlined below.
4000
Special features
Fitness level (ie: beginners)
Frame (gauge of steel + diameter)
Maximum weight capacity
Tones (ie: upper and middle abs, sides)
Levels of resistance
Range of motion/positions (ie: includes 3 sets of
resistance cylinders)
Workouts/exercises
What is included
Assembly information
Dimension
Model #
Search Key Words:
Required: An abbreviated list. For consistency, it is necessary to enter the

requested information as outlined below.
116
Product type :: Brand :: Synonym for Product type
Imagery:
Hero Image:
AVs:
Required: Silo
Highly Recommended: Room environmental shot
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Fitness
Boxing & MMA
Punching Bags
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Weight / Series / Heavy Bag
Example:
Examples: Everlast 70 lb Nevatear Heavy Bag
Required: Provide either a Product Description or Product Features and

Benefits, or both.
Product Description: Information entered here

1000
Product Features &

Benefits:
Information entered here should be in bulleted

form.
4000
Required: An abbreviated . For consistency, it is necessary to enter the

116
Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Fitnes
Cardio Equipment
Elliptical Machines
4/10/2014
Copy:
Product Name:
Product Details:
Required:
Brand / Series / Elliptical
Example:
Gold's Gym Stride Trainer 300 Elliptical


1000
Product Features &

Benefits:

outlined below.
4000
Design/construction: includes dimensions of
frame, speaks to stability
Stride length
Workouts/exercises
Settings
Program display
Dimensions
Assembled dimensions
Folded dimensions
Boxed dimensions
Model #
Search:

116
Imagery:
Hero Image:
AVs:
Required: Silo
Highly Recommended: Room environmental shot / Close-up views of display
screens
Rich Content:
Video:
360 View:
EMC:
Highly Recommended
Highly Recommended
Highly Recommended
Department Name:
Category:
Sub Category:
Dated:
Fitness
Cardio Equipment
Exercise Bikes
4/10/2014
Copy:
Product Name:
Product Details:
Required:
Brand / Series / Type / Exercise Bike
Example:
Gold's Gym Power 210 Upright Bike


1000
Product Features &

Benefits:

outlined below.
4000
Type of frame (ie: recumbent / upright / spinning)
Height
Program display
HRM monitors?
Boxed dimensions
Model #
Search:

116
Imagery:
Hero Image:
AVs:
Rich Content:
Required: Silo
Highly Recommended: Room lifestyle shot / Close-up views of workstations
Video:
360 View:
EMC:
Highly Recommended
Highly Recommended
Highly Recommended
Department Name:
Category:
Sub Category:
Dated:
Fitness
Fitness Accessories
Exercise Balls
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Dimension / Exercise Ball
Example:
Gold's Gym 75cm " Exercise Ball"

Benefits, or both.

1000
Product Features &

Benefits:

form.
4000

116
Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Fitness
Strength & Weight
Training
Kettlebells
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Weight / Product Name
Example:
Cory Everson 20 lb. Kettlebells

Benefits, or both.

1000
Product Features &

Benefits:

form.
4000

116
Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Fitness
Fitness Trackers
Heart Rate Monitors
4/10/2014
Copy:
Product Name:
Product Details:
Required:
Brand / Series / Heart Rate Monitor, Color
Example:
Garmin Edge 305 Heart Rate Monitor, Blue


1000
Product Features &

Benefits:

outlined below.
4000
Special Features:
Waterproof design
submersible to how many meters @ how many
minutes
IEC 60529 IPX7 standards?
Download customized workouts?
Installation instructions
Self-calibrating wireless speed/cadence sensor?
Security strap?
Technology Features:
Wireless technology?
Built-in GPS receiver?
Multi-sport feature for running, cycling and other
sports?
Auto Learn feature?
Auto Pause pauses and resumes training timer?
Auto Lap records lap data when you reach a
specified distance?
AM/PM clock with alarm, stopwatch?
Displays:
Time & Date?
Heart rate?
Speed?
Distance?
Pace?
Calories?
Laps?
Temperature?
Altitude?
Barometric pressure?
Compass setting?
Heart-rate (beats per minute)?

Average heart-rate?
Workout targets?
Display Screen:
Type: LCLD with backlighting?
Dimensions
Pixels: 000 x 000 pixels
Stores/Tracks:
Workouts
Training histories
Software:
Training Center software downloads data to a
PC
Allows you to analyze pace and speed data
Interactive analysis tools
Memory:
5,000-lap memory/7-day memory function
Allows you to review a full week of exercise
GPS:
Built-in receiver/Built-in patch GPS antenna?
High-sensitivity SiRFstarIII receiver?
Navigation capabilities?
Includes:
Owner's manual?
Performance zone chart?
Clip?
Belt holder?
Battery:
Built-in rechargeable lithium-ion battery (charger
included)?
Up to 14 hours of battery life?
Unit Dimensions
Weight
Model #
Search:
Required: An abbreviated list . For consistency, it is necessary to enter the

116
Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Fitness
Strength & Weight
Training
Weight Benches
4/10/2014
Copy:
Product Name:
Product Details:
Required:
Brand / Product Lines / Series #
Example:
Gold's Gym Power Series GS 2500


1000
Product Features &

Benefits:

outlined below.
4000
Frame construction
Resistance/weight limit
Workout stations (how many, what do they do?)
Workouts/exercises: (most home gyms will do
about 50-75 exercises, cannot list them all but
should 1) list total number of exercises and 2)
group by body category. Example: 72 exercises
including 30 arm, 20 leg, 10 chest and shoulders,
10 glute, 5 abs
Pulleys
Weights (ie: whats included? / weight capacity /
total gym capacity)
Increments of weight added
Boxed dimensions
Model #
Search:

116
Imagery:
Hero Image:
AVs:
Required: Silo
Highly Recommended: Environmental shot / Close-up views of work stations
and weight
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Fitness
Strength & Weight
Training
Medicine Balls
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Weight / Material / "Medicine Ball"
Example:
Everlast 12 lb. Leather Medicine Ball

Benefits, or both.

1000
Product Features &

Benefits:

form.
4000

116
Imagery:
Hero Image:
AVs:
Required: Silo
Recommended: Environmental shot
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Fitness
Cardio Equipment
Treadmills
4/10/2014
Copy:
Product Name:
Product Details:
Required:
Brand / Series # / Treadmill
Example:
Gold's Gym 1500 Treadmill


1000
Product Features &

Benefits:

outlined below.
4000
Motor type ( ie: #hp continuous-duty motor)
Frame (ie: gauge of steel + diameter)
Tread belt size
Running surface
Workout programs/exercises
Display window (ie: LCD Display shows incline,
pulse, time, distance, speed, pace, calories)
Speed range
Incline range
MP3 port included?
Heart-rate monitor (thumb-pulse or chest band?
Accessories (ie: water bottle, magazine holder,
fan, speakers)
Folded dimensions
Boxed dimensions
Motor warranty
Frame warranty
Model #
Search:
Required: An abbreviated. For consistency, it is necessary to enter the

116
Imagery:
Hero Image:
AVs:
Required: Silo
Highly Recommended: Room environmental shot / Close-up views of display
screens
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Indoor Games
Darts
Boards
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Series / Dartboard
Example:
Sportcraft Unicorn World Pro Bristle Dartboard

Benefits, or both.
Information entered here should be in paragraph

form
1000
Product Features &

Benefits:

form
4000

116
Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Indoor Games
Category:
Sub Category:
Pool & Billiards

Tables
Dated:
4/10/201
4
Copy:
Product Name:
Product Details:
Required:
Brand / Line / Dimension / Pool Table
Example:
Mizerak Mercer 7' Pool Table
Required: Provide a Product Description and Product Features and

Benefits. For child-sized tables and accessories, include choking hazard
message during item setup process.

1000
Product Features &

Benefits:

should be in bulleted form. The information for
this item should contain the requested
information as outlined below.
4000
Table Design:
Describe main frame
Describe legs, end panels and levelers
Type of pockets?
Construction and finish
Special features
Playbed:
Describe playbed
Material/construction
What is the thickness?
Other Features:
Cognac drop pockets with matching cognac
pocket shields
Full profile rubber cushions provide consistent
bounce and rebounds
4 3/8" solid wood rails with pearlized sights
create a solid and consistent rebound</ul>
Includes:
Cues? How many?
Chalk? How many?
Pool balls?
Triangle? What is it made of?
Dimensions and Weight:
What is the minimum room requirement?
Dimensions of playing surface
Overall dimensions
Storage dimensions
Weight of table (not shipping weight)
Search:

116
Imagery:
Hero Image:
AVs:
Required: Silo
Highly Recommended: Room lifestyle shot / Close-up views of legs,
pockets and included accessories
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Indoor Games
Table Tennis
Tables
4/10/2014
Copy:
Product Name:
Product Details:
Required:
Brand / Series / Indoor or Outdoor or Both? /

Professional or Recreational / Table Tennis
Table
Example:
Stiga QuickPlay Indoor Recreational Table Tennis

Table


1000
Product Features &

Benefits:

outlined below.
4000
Special Features:
Describe casters
Describe net and posts
Corner pads?
Design:
2-piece or 4-piece design?
Does it fold for storing?
TrueBounce top?
Dimensions and construction of apron
Dimensions and construction of legs
Accessories:
List any accessories that are included
Certification:
USATT-approved?
Regulation table striping?
Dimensions:
Minimum room requirements
Playing surface area
Storage dimensions
Assembly:
Does it require assembly?
List tools that are needed
Instructions included?
Search:

Max Character Count: 116
Imagery:
Hero Image:
AVs:
Required: Silo
Highly Recommended: Room lifestyle shot / Close-up views of legs, pockets
and included accessories
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
All Sports
Golf
Bags
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Series / Golf Bag / Color
Example:
Wilson Pro Staff Golf Bag, Black and Red

Benefits, or both.

form
1000
Product Features &

Benefits:

form
4000

116
Imagery:
Hero Image:
AVs:
Required: Silo
Highly Recommended: Lifestyle shot
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
All Sports
Golf
Kits
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Series / Womens, Mens or Kids? /

Number of Pieces / Golf Club Set / Right- or
Left-Handed?
Example:
Wilson Pro Staff Womens 16-Piece Golf Club

Set, Right-Handed


1000
Product Features &

Benefits:

outlined below.
4000
For beginners or advanced players?
Special features
Brief list of whats included in set
Required: An abbreviated list of no more than three bullets. For consistency,

it is necessary to enter the requested information as outlined below.
116
Imagery:
Hero Image:
AVs:
Required: Silo
Highly Recommended: Overhead of clubs / Close-up shot of driver, putter
and grip
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Racquet Sports
Tennis
Racquets
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Series / Tennis Racquet
Example:
Wilson Nano Carbon Champion Tennis Racquet


1000
Product Features &

Benefits:

outlined below.
4000
Head size
Length
Ideal for (all-court players, baseline players,
doubles players)
NTRP Rating (0 6.0)
Composition
Beam width
Weight of racquet
Power level
Grip (info about size required
also include info about type if available)
Strings (if strings are included is required info
also include info about string pattern if available)
Swing weight
Swing speed
Stiffness
Balance
Delivers (ie: maneuverability, stability and
precision)
Model #

116
Imagery:
Hero Image:
AVs:
Required: Silo
Highly Recommended
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Water Sports
Swimming
Goggles And Masks
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Item Name / Color
Example:
Cosco Swimming Goggles, Blue

Benefits, or both.

form
1000
Product Features &

Benefits:

form
4000

116
Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Fitness
Cardio Equipment
Trampolines
4/10/2014
Copy:
Product Name:
Product Details:
Required:
Brand / Diameter / Collection / Trampoline /

Accessories
Example:
Airzone 55" My First Trampoline with Enclosure


1000
Product Features &

Benefits:

outlined below.
4000
Specifications:
Frame materials
Frame dimensions
Number of legs
Spring material and number of springs
Cover
Warranty
Safety Features:
Meets safety requirements
Assembly Information:
Assembly instructions
Tools required?
Includes:
Jumping mat?
Frame cover?
U-shaped leg pieces with extensions?
Search:

116
Imagery:
Hero Image:
AVs:
Required: Environmental shot

Highly Recommended: Close-up views of legs, jumping surface and pads
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Team Sports
Baseball
Bats
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Series / Material (Wood or Metal) / (Adult

or Youth) / (Baseball) Bat
Example:
Easton BK50 Typhoon Metal Adult Baseball Bat

Benefits, or both.

1000
Product Features &

Benefits:

form.
4000

116
Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Team Sports
Baseball
Batting Gloves
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Model / Type / (Right- or Left-Handed) /

(Baseball or Softball) Batting Glove / Pair
Example:
Easton Typhoon First Baseman Right-Handed

Baseball Batting Glove, Pair

Benefits, or both.

1000
Product Features &

Benefits:

form.
4000

116
Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Team Sports
Baseball
Protective Gear
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Type / Product Name
Example:
MacGregor Junior Catcher's Gear

Benefits, or both.

1000
Product Features &

Benefits:

form.
4000

116
Imagery:
Hero Image:
AVs:
Required: Silo
Recommended: Show all pieces outside of box if this is a set or pack
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Team Sports
Baseball
Batting Helmets
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Series / Type / Batting Helmet / Color
Example:
MacGregor B90 Professional Batting Helmet,

Navy

Benefits, or both.

1000
Product Features &

Benefits:

form.
4000
Required: An abbreviated list. For consistency, it is necessary to enter the

116
Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Team Sports
Baseball
Pitching Machines & Accessories
Dated:
4/10/2014
Copy:
Product Name:
Product Details:
Required:
Brand / Series / Pitching Machine
Example:
Franklin Sports Field Master Pitching Machine


1000
Product Features &

Benefits:

outlined below.
4000
Ideal for: (ie: Youth League practice
for ages 6 to adult)
Throws: (ie: Fastballs, drops, risers and
curveballs)
Hit zone
Delivery angle
Ball feeder
Type of ball (included/not included)
Training benefits (ie: Improve hitting skills and
focus on improvement)
Variable speed control (ie: Up to 65 mph)
Construction (ie: tripod-mounted)
Engine (ie: 12-volt electric engine)
Battery operated?
Describe set up
Accessories included
Warranty information
Model #
Search:

116
Imagery:
Hero Image:
AVs:
Required: Silo
Highly Recommended: Lifestyle shot / Pan and zoom
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Sports
Team Sports
Basketball Backboard & Rim Combos with Mount
Dated:
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Licensed? / Youth or Pro? / Item Name /

with Mount
Example:
Huffy Sports NBA Youth Basketball Backboard

with Mount


1000
Product Features &

Benefits:

outlined below.
4000
Target area
Material construction
Mounting instructions
Accessories included
Model #

116
Imagery:
Hero Image:
AVs:
Required: Silo
Recommended: Environmental shot
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Team Sports
Basketball
Balls
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Series / Basketball
Example:
Wilson NCAA Tri-Channel Basketball

Benefits, or both.

1000
Product Features &

Benefits:

form.
4000

116
Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Team Sports
Football
Balls
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Series / Soccer Ball, Size
Example:
MacGregor Classic Soccer Ball, Size 5

Benefits, or both.

1000
Product Features &

Benefits:

form.
4000

Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional
Department Name:
Category:
Sub Category:
Dated:
Team Sports
Volleyball
Balls
4/10/2014
Copy:
Product Name:
Product Details:
Search:
Required:
Brand / Series / Type / Volleyball, Color/Design
Example:
MacGregor X600 Beach Volleyball, Floral

Benefits, or both.

1000
Product Features &

Benefits:

form.
4000

Imagery:
Hero Image:
AVs:
Required: Silo
Optional
Rich Content:
Video:
360 View:
EMC:
Optional
Optional
Optional

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Style Guide Ecommerce

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Content Resource Guide

For Sporting Goods

Purpose of This Guide

Hyperbolic statements (Everyone's favorite brand)

Copy Components and Standards

Copy Examples (Dos and Donts)

Correct Product Description

Incorrect Product Description

Correct Product Features & Benefits

Incorrect Product Features & Benefits

Dial tension with strap resistance to set

Correct Search Description

Dial tension with strap resistance to set workout

Incorrect Search Description

Keeps you warm to minus 5 degrees

Keeps you warm to minus 5 degrees

Alternative View Imagery

Attributes & Categorization

Products Style Guide

Brand / Series / Ab Trainer

Lounge Ultra Jackknife Ab Trainer

Required: Provide a Product Description and Product Features and Benefits.

Recommended: An overview of the key selling

Max Character Count:

Product Features &

Required: The products key features, benefits

Max Character Count:

Search Key Words:

Required: An abbreviated list. For consistency, it is necessary to enter the

Product type :: Brand :: Synonym for Product type

Brand / Weight / Series / Heavy Bag

Examples: Everlast 70 lb Nevatear Heavy Bag

Required: Provide either a Product Description or Product Features and

Product Description: Information entered here

Max Character Count:

Product Features &

Information entered here should be in bulleted

Max Character Count:

Required: An abbreviated . For consistency, it is necessary to enter the

Product type :: Brand :: Synonym for Product type

Brand / Series / Elliptical

Gold's Gym Stride Trainer 300 Elliptical

Required: Provide a Product Description and Product Features and Benefits.

Recommended: An overview of the key selling

Max Character Count:

Product Features &

Required: The products key features, benefits

Max Character Count:

Required: An abbreviated . For consistency, it is necessary to enter the

Product type :: Brand :: Synonym for Product type

Brand / Series / Type / Exercise Bike

Gold's Gym Power 210 Upright Bike

Required: Provide a Product Description and Product Features and Benefits.

Recommended: An overview of the key selling

Max Character Count:

Product Features &

Required: The products key features, benefits

Max Character Count:

Required: An abbreviated . For consistency, it is necessary to enter the

Product type :: Brand :: Synonym for Product type

Brand / Dimension / Exercise Ball

Gold's Gym 75cm " Exercise Ball"

Required: Provide either a Product Description or Product Features and

Product Description: Information entered here