scuwp:Geektastic: Yes it certainly isn't as simple as the times I have done it at places like John Lewis, who have always matched anyone's price regardless of if it was in the sale after they have made a call to check the price is bona fide. It's a bit like returns and warranties - never as easy as companies like Snap On who apologise and replace instantly on the spot.
Only problem now is that most stores have a policy of not giving out their 'best' price over the phone, some also refuse to issue any sort of written quote to avoid people running back and forth to get the lowest bidder. If it's not on-line or advertised NL just aren't interested.
That's why you get a photo of the deal. If over the phone you give the store the name of the person you got the quote from. I saw someone today trying to get noel leemings to price match Harvery Norman, and had a photo on their phone to prove the price. Not sure if they were successful or not.