You can also get this discount in store
I bought a canon 430ex 11 from Jessops for 176.16 and got a price match against Jacobs.
This was 9 pounds less than the Jessops price less 10%
This was at the Birmingham branch, I tried my local Kidderminster branch and they did not want to know, saying they price match only against certain approved sites.
Different processes at these 2 branches