Cal Credit Card Launches New Loyalty Program to Retain Customers
Translated & summarized from Globes by baba
Cal's FlyAll credit card program has launched a new $150 benefit for 50,000 existing and new customers to retain loyalty. The program, which has attracted 200,000 members since its March launch, aims to encourage regular card usage. This initiative is part of an intensified competition with El Al's Fly Card, which recently moved from Cal to Isracard. The new benefit requires a minimum spending threshold of 15,000 shekels within three months.
The story in 6 lines · by baba
- Cal's FlyAll credit card offers a new $150 benefit to retain 50,000 existing and new customers.
- The FlyAll club has attracted 200,000 members since its launch four months ago.
- The new benefit requires cardholders to spend 15,000 shekels within three months.
- Cal is shifting focus from customer acquisition to customer retention in the travel rewards market.
- The FlyAll club competes with El Al's Fly Card, which recently moved to Isracard.
- A new advertising campaign features Matan Peretz and Gal Malka, targeting competitors.
Cal, an Israeli credit card company, is introducing a new loyalty benefit for its FlyAll cardholders, aiming to retain existing customers amidst fierce competition in the travel rewards market. The company reports that approximately 200,000 customers have already joined the FlyAll club since its launch four months ago. The new initiative offers $150 to 25,000 new and 25,000 existing cardholders who did not benefit from previous sign-up bonuses. To qualify for this benefit, recipients must spend 15,000 shekels within three months.
This move signifies a shift in strategy for Cal, moving beyond just customer acquisition to actively encouraging ongoing card usage. The company is also running a new television campaign featuring comedian Matan Peretz and actress Gal Malka, which subtly targets competing travel clubs like El Al's Fly Card. The campaign highlights Cal customers who travel abroad more frequently compared to those accumulating points with other programs.
Cal's previous sign-up bonuses, which included up to $250 for early adopters, were part of an 8 million dollar investment in the FlyAll club's launch. The FlyAll club, a partnership with the Issta travel company, allows users to earn cashback on purchases redeemable for flights, hotels, and other travel services. This contrasts with El Al's Fly Card, which offers points for its frequent flyer program.
The competition has also extended to legal and advertising arenas. Previously, the Second Authority for Television and Radio demanded that Cal remove certain comparative advertising messages from its FlyAll campaign due to potential deception, though it later allowed the comparisons with added clarifications. Cal's FlyAll offers a cashback rate that starts at 1% in the first year and decreases in subsequent years, with premium cardholders receiving slightly higher rates and additional benefits like travel insurance and waived annual fees under certain conditions. The value for the customer ultimately depends on the prices offered on the FlyAll platform.
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