Unlocked phones are a huge plus / retail premises are a burden
I bought a Sony XZ2 from CW for 664, on a lightweight EE contract. Because the phone wasn't locked, I stuck my existing Three SIM in it and used the EE contract to migrate SWIMBO's iPhone off an old Orange contract. I also got a free PSVR which is probably equivalent to at least 250 discount.
However, I did all this online. The only way my local store would have figured in the equation is if I had elected to collect the phone there, rather than risking the delivery person creeping away from the house so they can record it as a missed delivery. And just now I've driven past that local store and it's closed.