John Lewis’ “experience playground” launched in the city’s Westquay shopping centre in November as it ramped up its focus on services, not just shopping.

A five-mile drive East over the River Itchen is Hedge End, which plays host to a clutch of other retailers giving their glimpses into the future of bricks and mortar.

Next launched one of its biggest out-of-town stores here a number of years ago, which has evolved to host a Costa Coffee, a WHSmith Stationery concession and shop-in-shops from O2 and Virgin Holidays.

A stone’s throw away, an increasingly ferocious grocery war is raging.