Mobile Checkout can be deployed as fully retailer branded apps for both shoppers and staff. By fully branding the application including colors, logos, app store pages and microsites the retailer gets to enhance their brand and own the customer relationship. Private white-label is deployed via the retailers' own dedicated apps on the app store, allowing them to own the install on their customers' devices. Owning the install prevents platform lock-in and allows the retailer to keep the long term strategic value from each customer download. In addition all private white-labels come with universal app compatibility.