Ace Hardware Guidelines for Catalog Text

Our goal as a company is to sell products. Plain and simple.

To meet that goal, we need to effectively inform both the retailer and consumer about the products we carry in our Retail Support Centers and that are shown in our hardcopy National Catalog and our electronic catalogs, ACENET and CD Checklist. We need to provide the retailer and consumer with detailed information as to what a product is, what a product does and why they may need this product. We need to provide a sufficient level of detail to both the retailer and consumer so that they may make an educated decision on whether the carry the product in the store or to purchase that product from Ace Hardware.

To meet the informational needs of the retailers and consumers, we expect you to provide the following information on and with the Manufacturer’s New Item Worksheet (MNIW) for the products being added to our RSC.

For the text on the MNIW:

1. Complete product information that describes
   1. What the item is (how it is named in the market place, using any brand names or sub-brand names)
   2. What the item can do
   3. What the item is used for
   4. What is the size or capacity of the item
   5. Who the intended user is – professional, home-owner, etc
   6. Dimensions of the assembled item (listed as Height x Width x Depth)
   7. Any limits is terms of time, weight, working load limits
   8. What the item is made or constructed from
   9. What is the finish or color of the item
   10. Any available factory warranties
   11. Does is meet any federal or state codes and any industry ratings (UL, ANSI, etc)
   12. Cross reference similar or related items (include mfg no. and/or Ace no.)
       1. Items with similar finishes
       2. Items that are a group or family of products
       3. Items that are needed to support or install the item
   13. Any available accessories
       1. List mfg numbers if non-stock
       2. List mfg number and corresponding Ace numbers if RSC stocked
   14. What isn’t for (any safety issues)
2. Additional product information should be included as reference and can come from the following sources. It needs to be attached to the MNIW at the time of submission.
1. Catalog sheets
2. Sell sheets
3. Vendor websites
3. Other considerations to remember as you complete the catalog text
   • Remember your audience. When writing the catalog text, remember that the people reading the information do not have the knowledge or background in the category that you do. Keep it simple, to the point, but complete and knowledgeable. Ask yourself what the retailer and consumer need to know to make a decision on either to carry your item or to buy your item.
   • If you can’t tell what the product is from the text, how will the consumer or retailer be able to tell? After completing the catalog text, review and see if it makes sense. If you are unable to understand exactly what the product is or does from the catalog text, there will be no way that a retailer or consumer will be able to understand the product.
   • Don’t get wrapped up in writing a novel. If there is good information available on either a sell sheet or a website, print out a copy of the information, highlight the features and benefits and attached the copy to the MNIW. You do not need to rewrite something that someone has paid a copywriter to do previously. Work smarter, not harder. Why redo work that has already been completed?

See the comparison examples listed at the end of this document for an example of what we are expecting from everyone involved in the process.

Additionally, make note of these guidelines as they will be enforced beginning Sept. 1, 2005. Essentially, Manufacture’s New Item Worksheets that are submitted without sufficient product information will be returned for review and completion and will not be processed to add the item to the RSC.

Contact or meet with us if you have any questions, concerns or suggestions for this process.

Thank you for your assistance in advance.

Tim Schubert Ace Content Manager 630-990-5946 tschub@acehardware.com

Tom Ketelhut Department Manager 630-990-5948 kett@acehardware.com