Read the case “RH—Revolutionizing Physical Retailing” in Chapter 10. Incorporate the following topics into an essay in the order depicted below using at least 1200 words demonstrating an understanding...

Running head: ANALYSIS                                     
ANALYSIS                                            






Revolutionizing Physical Retailing
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Revolutionizing Physical Retailing
RH presented their retail message both visually and verbally in a very unique way. They explained how people looked down upon them when they started from scratch and how many people said that the location was wrong, the store was too big, and that RH will just be one of those flagship stores in New York that loses money but after 7 years of improvising and hardships, RH made it to become one of the best and innovative stores in New York (Bum-Hee Lee, 2014). They described the small details about their store and the way they have blurred the lines between residential and retailing is admirable and appreciative. It is a combination of architecture, art, and design and this creates an energy that one probably has never seen in retail. RH New York is an unbelievable expression of the brand and it will continue to be an unbelievable expression of the brand for years to come.
Communication Strategies
RH has chosen to incorporate rational appeals in their communication strategies. In the video, they showed how fascinating the interior of RH is and how well they have developed with time. Not only this, they portrayed how they have worked hard for 7 long years to overcome all the obstacles to become the most innovative store in the most important city. They found and reinvented an old building (Foley, 2014). This was not only challenging but also very rewarding. The building was blocked from views because of the elevated rail track. Despite this obstruction, their main goal was to wrap the corner almost in the same way the elevated rail track wrapped that same corner creating a beautiful and artistic abstraction of past and the present. Through the video, they incorporated rational appeals in their communication strategies.
A cognitive purchase is deliberate. It is like choosing and deciding about stuff and then going to the store to purchase it. The house design services provided by RH is an example of cognitive purchase. The way they keep the quality and portray the items in galleries instead of shops is fascinating and even though it is a bit pricey, people prefer RH because of its extraordinary service. A habitual purchase is not intentional. It is more like buying stuff without much thinking. It is behavioral and automatic (Grewal, Roggeveen, & Nordfält, 2017). Savoring food or a glass of prosecco from...