By Michael Rieken / April 9th 2026
Positive review analysis
Review collection
In this REI Co-op blog post, we will continue the discussion of using AI for digital marketing purposes by analyzing the positive customer reviews for REI Co-op. To complete this process, specific prompts will be entered into ChatGPT along with copying and pasting the positive customer reviews collected from Google Maps.
Analyzing positive reviews
First analysis
I first started by going to Google Maps and searching for REI Co-op. Once I found the correct business, I clicked on the reviews. Then I filtered the results to show the highest reviews first. I selected all of the 4 and 5 star reviews and copied them.
For the first analysis I entered in the following prompt: What are the customers most satisfied with based on the reviews? Following this prompt, I pasted in all of the positive reviews I copied from Google Maps. This was the result ChatGPT gave me.
Based on the reviews, customers are most satisfied with the following aspects of REI Co-op:
Welcoming Environment and Helpful Staff:
Customers consistently mention how friendly, helpful, and supportive the employees are. Many employees went above and beyond to assist customers and create a positive shopping experience.
Product Knowledge and Expertise:
Reviews highlight how knowledgeable staff members are, especially when helping customers find the right gear, shoes, or equipment. Employees are able to explain product features and guide customers effectively.
Wide Selection of High-Quality Products:
Customers frequently praise the variety and quality of outdoor gear, clothing, and accessories available in the store.
Positive In-Store Experience:
Many reviews mention the store being clean, organized, and enjoyable to shop in, contributing to an overall positive experience.
Membership Benefits and Perks:
Customers appreciate the REI membership benefits, including discounts, perks, and return policies that add value to their purchases.
These reviews highlight a strong customer experience centered around helpful service, product expertise, and high-quality offerings.
Second analysis
The second analysis focuses on breaking down the positive reviews and determining words that are associated with these reviews. To do this, I entered another specific prompt into ChatGPT. The prompt was: Extract positive keywords from those reviews, and analyze the frequency and associations of these keywords. This was the result ChatGPT produced.
Positive Keywords Extracted from Reviews:
1. Helpful
2. Friendly
3. Knowledgeable
4. Great
5. Excellent
6. Quality
7. Selection
8. Professional
9. Patient
10. Clean
11. Supportive
12. Membership
13. Perks
Frequency Analysis:
Helpful/Friendly – Mentioned multiple times, highlighting strong customer service and positive staff interactions.
Knowledgeable – Frequently associated with employees and product guidance.
Great/Excellent – Common descriptors of overall experience.
Quality/Selection – Reflects strong product offerings and variety.
Membership/Perks – Shows customers value the additional benefits provided.
Associations:
“Helpful” + “Friendly” + “Staff”
This combination reflects strong customer service and positive interactions with employees.
“Knowledgeable” + “Products” + “Guidance”
Indicates trust in employee expertise and ability to assist customers effectively.
“Quality” + “Selection” + “Outdoor Gear”
Shows customers value both the variety and durability of products.
“Membership” + “Perks” + “Discounts”
Highlights the added value that encourages customer loyalty.
These keywords and associations paint a picture of REI Co-op as a customer-focused, knowledgeable, and high-quality outdoor retailer.
Recommendation
Now that we have analyzed the positive reviews and extracted keywords from those reviews, we will look at some recommendations to keep the reviews for REI Co-op positive. To obtain recommendations, I entered another specific prompt into ChatGPT. The prompt was: What would be suggestions from the findings?
Here are the recommendations ChatGPT came up with.
Based on the positive keywords extracted from customer reviews and their frequency and associations, here are several strategic suggestions to leverage these strengths and further enhance REI Co-op’s marketing and customer experience:
- Highlight Exceptional Customer Service
Keywords: Helpful, Friendly, Supportive
Suggestions:
Feature testimonials that highlight positive staff interactions.
Introduce employee spotlights to showcase team members.
Continue investing in customer service training. - Emphasize Product Expertise
Keywords: Knowledgeable, Professional
Suggestions:
Offer workshops or in-store demonstrations.
Create content that highlights staff expertise. - Showcase Product Quality and Selection
Keywords: Quality, Selection
Suggestions:
Promote high-quality brands and product durability.
Highlight variety in marketing campaigns. - Promote Membership Benefits
Keywords: Membership, Perks
Suggestions:
Increase awareness of membership rewards.
Use targeted campaigns to encourage sign-ups. - Maintain Positive In-Store Experience
Keywords: Clean, Organized
Suggestions:
Ensure stores remain clean and well-organized.
Continue creating a welcoming shopping environment.
Summary
Leveraging the positive keywords identified from customer reviews can significantly enhance REI Co-op’s marketing strategy and customer relationships.
Negative review analysis
Review collection
We will do the same process above but this time focusing on REI Co-op’s negative reviews which consist of all of their 1 and 2 star reviews.
Analyzing negative reviews
First analysis
To analyze the negative reviews, I went to Google Maps and searched for REI Co-op. I then clicked on the reviews section and filtered the results to show the lowest ratings first. I then selected all the 1 and 2 star negative reviews and copied them.
Then I went to ChatGPT and entered in a specific prompt which was: What are the customers least satisfied with based on the reviews? I then pasted the copied negative reviews after this prompt and entered it in. The result ChatGPT gave was this.
Based on the reviews, customers are least satisfied with the following aspects of REI Co-op:
Poor Customer Service Experiences:
Customers reported rude, aggressive, or unhelpful staff interactions.
Inconsistent Policies and Communication:
Many reviews mention confusion regarding return policies and product availability.
Inventory Issues:
Customers experienced inaccurate stock information or unavailable items.
Management Problems:
Several reviews highlight poor management and lack of accountability.
Aggressive Sales Tactics:
Customers felt pressured into memberships, negatively affecting their experience.
Second analysis
The second analysis is focused on breaking down the negative reviews to identify the words associated with these reviews. The specific prompt I entered into ChatGPT was: Extract negative keywords from those reviews, and analyze the frequency and associations of these keywords. Here were the results ChatGPT produced.
1. Negative Keywords Extracted from Reviews:
2. Rude
3. Aggressive
4. Unresponsive
5. Confusing
6. Inconsistent
7. Unavailable
8. Frustrating
9. Pressure
10. Disappointing
Frequency Analysis:
Rude/Aggressive – Frequently associated with staff interactions.
Confusing/Inconsistent – Linked to policies and communication issues.
Unavailable – Connected to inventory problems.
Pressure – Related to membership sales tactics.
Associations:
“Rude” + “Staff” + “Management”
Indicates dissatisfaction with employee behavior and leadership.
“Confusing” + “Policies” + “Returns”
Shows frustration with unclear rules.
“Pressure” + “Membership”
Highlights negative perception of sales tactics.
Recommendation
After identifying the negative reviews and keywords, we will ask ChatGPT to provide recommendations to avoid receiving more negative reviews in the future. The prompt used was: What would be suggestions from the findings? This was the result from ChatGPT.
Demonstrate ROI: Use metrics and reports to show the tangible impact of your work.
Proactive Communication: Maintain clear and consistent communication with clients, addressing any questions or concerns promptly.
Since there are direct mentions of dissatisfaction in the reviews, the focus should remain on improving these areas while maintaining positive experiences.
- Improve Customer Service Training
- Reduce Aggressive Sales Tactics
- Strengthen Management Accountability
- Improve Inventory Accuracy
- Clarify Policies
- Enhance Checkout Efficiency
- Monitor Customer Feedback
Summary
REI Co-op has strong positive reviews, but addressing customer service inconsistencies and communication issues will help improve overall customer satisfaction and maintain a strong reputation.
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