My questions are what If bikes are discounted in sales do they still count
That is going to be up to the retailer, but you must bear in mind that Halfords or Cyclescheme take their "admin" charge out of the dealers margin. Throw in the cost of PDI/build and a free six-week service and it can soon become uneconomic for a small retailer to offer any sort of a discount.
also If you bought online what setting up would you need to do i.e do brakes need brake fluid , do forks need air are gears set up etc.
All bikes should be fully built and PDI'd before being sent out. So, you'd mostly need to fit/straighten handlebars, pre-load the headset and fit a wheel or two.
The main issue regarding distance selling is that Cyclescheme insist that the dealer see photographic ID from the buyer before handing the bike over. We've yet to discover a way in which this can be undertaken remotely 🙂 The rules may be slightly different for Halfords.