So, I found something I wanted about 30% cheaper than Bunnings somewhere else, yes it was identical model numbers and all that.
Hop on the online chat straight away, product pages open in both tabs, send the links off and ask for a price match.
“Matthew” comes back after 2 minutes, says he can’t price match because it’s already the same price…
I refreshed the Bunnings tab, and somehow, the price has magically changed! It guess that “beat it by 10%” no longer applied.
Joke’s on them, I won’t be getting it from Bunnings, and because I’m in an area with no shortage of tool shops, I won’t be getting anything else at Bunnings either.
The 10% difference is somewhat meaningless, the thing that got me was the principle of the whole thing.
So, moral of the story, if the 10% difference is important to you, don’t show your cards before getting to a store.

I'd call their bluff and ask for a price match on just about every expensive item they stock where there is a considerable price difference, forcing them to drop their online prices…