For years, retailers have looked upon Starbucks' mobile payment app — which is used for more than a fifth of its U.S. in-store payments — with envy. But lately, stores are realizing that they don't want to duplicate Starbucks' success.

At the core of Starbucks' mobile payment app is the Starbucks reloadable gift card, and the app streamlines the processes of reloading and checking balances. However, many retail stores prefer to drive spending to private-label credit cards, which get different benefits from a mobile app.

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