I've ordered on-line for collection and they charged that price in the shop, item was already instore, the store price was £10 more and the guy in the shop said the on-line prices are usually to match other on-line retailers while the shop can charge more.
+1 to all the above; I'm well known locally for 'click and collect'. Then using my BC card to get an extra 10% off. Then pay by credit card for further cashback (Quidco) and credit card points (I now live in Yorkshire, I think it's infecting my behaviour ).
I went into a Halfords when I was out on a ride because I needed some new brake blocks. They seemed very expensive, so went online to Halfords.com where they were about 60% less. With a bit of reluctance the shop assistant matched the price. Always worth checking as some of their shop prices are ridiculous.