Lesson Plan

• Describe the benefits of customer loyalty for businesses.
• Explain key strategies for maintaining loyalty, including relationship marketing and loyalty schemes.
• Analyse components of an effective loyalty programme and how they influence customer behaviour.
• Calculate Customer Lifetime Value (CLV) using the given formula.
• Evaluate measures of loyalty success and identify common pitfalls.

• Projector and screen
• Whiteboard and markers
• Handout summarising loyalty programme components
• Sample loyalty cards or digital mock‑up
• Calculator worksheets for CLV calculation
• Sticky notes for feedback activity

Begin with a quick poll: “What makes you keep buying from your favourite brand?” Discuss responses and link them to the concept of customer loyalty. Explain that today’s lesson will explore why loyalty matters, how businesses nurture it, and how we can measure its impact. Success criteria: students will be able to describe loyalty benefits, outline key strategies, and perform a basic CLV calculation.

1. Do‑now (5'): Students write three reasons they stay loyal to a brand and share briefly. (Engage)
2. Mini‑lecture (10'): Teacher presents benefits of loyalty and key strategies using slides. (Explain)
3. Group activity (12'): In small groups, analyse a sample loyalty programme handout, identify its components and discuss strengths/weaknesses. (Explore)
4. CLV calculation practice (8'): Students work through a worksheet to compute CLV for a given scenario; teacher circulates for support. (Apply)
5. Measuring loyalty (7'): Whole‑class discussion of RPR, CLV, NPS, redemption rate; quick Kahoot quiz. (Check)
6. Reflection & feedback loop (5'): Students complete a short survey on how they would improve the sample programme. (Reflect)
7. Summary & exit ticket (3'): Write one actionable tip for maintaining customer loyalty on a sticky note and submit as exit ticket. (Conclude)

Recap the main loyalty strategies, the components of an effective programme, and how CLV is calculated. Invite a few students to share their exit‑ticket tip, reinforcing key ideas. For homework, ask learners to research a real‑world loyalty scheme and evaluate its strengths and weaknesses for the next lesson.