Allow me to preface this with an acknowledgement that the associate I worked with initially in the Waterfront store was courteous, professional, and attentive. The following in no way detracts from my experience with her.
In short: Prices at B&N online can be significantly less than in-store pricing. Manager/store(?)/company(?) was unwilling to price match online B&N pricing for identical item. There is a workaround for this - purchase items using the "Buy Online Pick Up In Store" option and select the store you are at. With the way that their inventory is handled, this can be cumbersome if you have the misfortune of attempting to call ahead to reserve an item that is the only copy in the store. Store inventory does not communicate with web portal in a timely manner, so I ultimately was given the option of purchasing my items at full price rather than online pricing. The resolution was that I ended up driving to a store 30 minutes away to place a "Buy Online and Pick Up In Store" order for items that were way less online than in-store. My advice: Browse for what you are looking for in-store, then use the "Buy Online And Pick Up In Store" options to avoid up to 25%+ markup.
Overall, I would say that the way this was handled was magnificently disappointing. Antiquated price-match policy with frustrating, opaque requirements to get the savings advertised online. I will absolutely be one more customer that uses the store to browse (if that), only to actually make the actual purchase online. Welcome to the Internet age, B&N! It's going to be a bumpy ride! Best always,