This combined customer loyalty/credit card serves users in more retail outlets and over a wider range of purchases than any other card in Israel. It is applied not only in the major retail chains owned by the Fishman Group, but also by many additional chains, most of which represent the world of lifestyle and leisure. PowerCard entered the retail market in 1998 and joined forces with the Cal Credit Card company in 2000. Since then PowerCard has become one of Israel’s predominant consumer cards. All cardholders are eligible for special discounts at member stores and are awarded credits toward future purchases via a cash back system.