REI rei.com Scanned 15 Jul 2026 SAMPLE REPORT · ILLUSTRATIVE DATA 4 of 4 platforms reached
Agent commerce score
57/100
Partially readable · 40-59

Agents can read your products but not your value. In comparisons you show up at full list price.

Score by family · both bars drawn to the same scale
Foundation · Can agents find and transact with your store? 24/35 Value · Can agents see what customers actually pay? 33/65
INVISIBLE <40 PARTIALLY READABLE 40-59 READABLE BUT NOT COUNTABLE 60-79 VALUE VISIBLE 80+ 57
Score composition · 8 dimensions
Where 57 comes from
FOUNDATION VALUE
0 5 10 15 FOUNDATION · 24/35 F1 · AGENT ACCESS 8/10 F2 · CATALOG & CONTEXT 12/15 F3 · TRANSACTION RAILS 4/10 VALUE · 33/65 V1 · OFFER LEGIBILITY 8/15 V2 · LOYALTY PROGRAM SURFACE 12/14 V3 · MEMBER VALUE ENCODING 0/14 V4 · VALUE RAILS 2/10 V5 · OFFER INTEGRITY 11/12

One more rule: until offers carry honest machine-readable prices, the score cannot pass 59.

Value findings · Loyalty program
REI funds one of the best loyalty programs in retail. Agents can’t do the math on any of it.
V2 · LOYALTY PROGRAM SURFACE 12/14 V3 · MEMBER VALUE ENCODING 0/14
What the program promises
Earn10% annual dividend
Card5% back
Coupon20% off one item, member events.
ShippingFree over $50 for members.
What an agent can count toward a price:
$0.00
Across ChatGPT, Gemini, Perplexity, and Copilot.
Agent view
One SKU, as parsed

What the agent sees

Parsed from the product page
Patagonia Down Sweater Hoody
$269.00 In stock
Can quote
Offer.price›$269.00 Offer.availability›InStock Product.brand›Patagonia
Can’t count
Member dividend · 10% annualDescribed in text
Co-op Mastercard · 5% backInvisible
Member coupon event · 20% one itemDescribed in text
Free member shipping over $50Described in text
Dividend and coupon stacking rulesInvisible
True member price on the same SKU
LIST PRICE MEMBER DEDUCTION TRUE MEMBER PRICE
−$40.35 · 15% below list $200 $100 $0 $269.00 −$26.90 −$13.45 $228.65 LIST MEMBER DIVIDEND −10% CO-OP MASTERCARD −5% TRUE MEMBER PRICE
A member really pays $228.65. Agents quote $269.00, a $40.35 gap they never see.
Agent answers
Same SKU, four platforms

What the four agents quoted

All four platforms quote the list price. None count the co-op member value.

ChatGPT MISSED VALUE
“How much is the Patagonia Down Sweater Hoody at REI?”
The Patagonia Down Sweater Hoody is $269.00 at REI.
Quoted$269.00
Member truth$228.65
Gemini MISSED VALUE
“best price on the Patagonia Down Sweater Hoody”
REI lists it at $269. Same price at Backcountry and Moosejaw.
Quoted$269.00
Member truth$228.65
Perplexity MISSED VALUE
“Patagonia Down Sweater Hoody price comparison”
At REI: $269.00. Free shipping over $50.
Quoted$269.00
Member truth$228.65
Copilot MISSED VALUE
“Where to buy a Patagonia Down Sweater Hoody”
REI has it in stock for $269, same as retail.
Quoted$269.00
Member truth$228.65
4 of 4 platforms quoted list price. 0 of 4 counted member value. Gap agents never quote · $40.35
From a crawl of rei.com
5 described in text · 4 invisible · 0 readable as data
9 incentives found on rei.com. Agents can price 0 of them.
Diagnosis

Agents can reach rei.com and read its products, so the basics hold. The value side is the problem. The co-op membership, the 10 percent dividend, 5 percent back on the card, member coupons, and member shipping are all written for humans, readable by no machine. On the jacket above, the member price is $228.65. Every agent quotes $269.00.

Start here

Encode the co-op as MemberProgram markup with member prices on your offers. The program page already reads well. Encoding it is what lets agents count it.

Matrix
9 incentives × 4 platforms

Incentive visibility by platform

Incentive
GPT
GEM
PPL
CPL
 Agent view
Readable as data Described in text Invisible 0 of 9 incentives returned data on any platform.
Recommendations
Ordered by modeled impact

Ranked fixes

Modeled score lift
Top 5 fixes move you from 57 to 79
80 65 50 57 63 69 73 77 79 START FIX 01 +6 FIX 02 +6 FIX 03 +4 FIX 04 +4 FIX 05 +2
Fix Dimension Impact Snippet
01Encode the co-op as MemberProgram markupMember value encoding+6MemberProgram
02Attach member prices to offers with validForMemberTierMember value encoding+6validForMemberTier
03Declare the discount capability in UCP, the checkout protocol agents useValue rails+4UCP · discount
04Encode sale events as StrikethroughPrice pairs with priceValidUntilOffer legibility+4StrikethroughPrice
05Move the shipping threshold into freeShippingThreshold markupValue rails+2freeShippingThreshold
06Publish the 365-day member window as MerchantReturnPolicyOffer legibility+2Locked
07Expose dividend and coupon stacking as machine-readable rulesMember value encoding+2Locked
08Surface used-gear trade-in credit as AggregateOffer rangesOffer legibility+1Locked
09Declare card-linked value in priceSpecificationValue rails+1Locked
10Version the offer feed and declare freshnessOffer integrity+1Locked
The top five fixes model a move from 57 to 79.

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Exposure estimator
What this could be costing
Annual revenue, public$3.9B
Member share of revenue62%
Agent-influenced discovery8 to 13%
Member revenue agents touch$190M to $310M

We assume roughly 1 order in 100 of that flow is decided on price the agent gets wrong.

MODELED
Estimated revenue at stake, per year
$2.1M – $3.4M
Modeled monthly leakage seasonally weighted
JFMAMJJASOND
Nov – Dec carry 26% of the year’s exposure.

Modeled from public inputs and a deliberate haircut. The measured number comes from a diagnostic.

Diagnostic tier

What a crawl cannot see

Three things the paid diagnostic measures:

Live agent answers across ChatGPT Gemini Perplexity Copilot

What agents actually say

Which agent said what about REI, verbatim, with timestamps.

The real price gap

The gap between list price and true member price across your best-selling categories.

Competitive position

Where you rank in agent answers once value is counted, category by category.

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