A member will see the price they will pay for an item in the shopping cart when they have entered their email into the order form. MemberGate checks to make sure the email address matches the one that is on file in the system and verifies it is indeed a member that is ordering the item.
If the email address belongs to a member, the member price will be shown on the order form.
It is possible to market the idea that members receive an additional discount from the price listed as "Our Price". This allows members to realize that they will pay less for the product, and for non-members to have more of an incentive to become a member.