I totally agree on the importance of mobile devices, but the three popular scenarios proposed by customers are going in a different direction, in my opinion. First and third are just going to try to obtain discounts despite the channel used; mobile for sure is the most commonly used. The second one sounds to me like people that do not like the store and are really in hurry. The Coop Italia store tries to address, at first, the hardest one, screens need to be placed in a beautiful place with quality products and with appealing architecture. Otherwise they are useless.
The idea behind the original decision was that the in-store journey could be easier "hands free" than with mobile devices, at least nowadays. In the future, everyone agrees on how important it will be, but a first step in making digital and physical worlds collide has been made. How long the journey will take to bring us into an immersive, mobile driven / AR / VR experience is yet to be discovered; furthermore we have to see if that experience is going to happen "in-store" or "at home" ... that's the real question. By the way, very good point.