In case there's still any confusion on this, I tried (unsuccessfully) 3 times to get a price match but I do know the criteria which are as follows:
1. You must have seen the product on display, with a price tag & it must be in stock & available to take away, i.e. it can't be a last display model on special offer
2. You need to then phone your nearest JL store which can be anyway in the country.
3. You need to tell them the specific model, price & details of the store you have seen the item
4. They will take up to 5 working days to investigate & call you back to say if it has been price matched
5. Apparently at this point they will give you a price match no. which you can take into store, i.e. not John Lewis Direct (online store)
6. You will get a 5 year warranty on all LCD / plasmas
Finally, good luck - you may need it in some cases!!