Digital transformation is crucial, but human touch is pivotal: Shifa Yusuffali

In an exclusive interview with IMAGES RetailME a mother of three, an early learning advocate and Founder & CEO of IdeaCrate Edutainment Company Shifa Yusuffali spoke about the importance of “human touch” in the leisure and entertainment business.

“Digital transformation is crucial, but human touch is pivotal in our business to help families make memories for a lifetime,” she stressed. “Interestingly, one of the things that the pandemic reaffirmed is something that as leisure and entertainment operators we always used to say – it’s not possible to digitise every experience.”

“Our business has always been very people oriented. Having said that, one thing that we’ve consciously worked on is to further enhance our focus on people by putting in place structures, processes and systems to help them grow. In turn enabling them to grow our business. So, while we are leveraging digital tools to personalise customer experience, we are also enabling our people as the ultimate differentiator,” Yusuffali added.

Another aspect that IdeaCrate Edutainment Company brands – including Orange Wheels, Orange Hub and Orange Seeds Nursery – consciously focus on is to always think from the parents’ point of view.

“That’s why for us, some constant key questions are do parents perceive our facilities to be safe, enriching and fun for their children? Do they feel comfortable entrusting their children under the care of our people who are empathetic, capable and well trained? Importantly, do they think us to be worthy enough for their continued loyalty?”

As someone who always seeks to inspire her team, asked about a leader who inspires her, Yusuffali said, “It’s hard to pick one leader. My father [Yusuffali MA, Chairman & Managing Director, Lulu Group International] inspires me a lot not just as an astute business leader but as a human being. The values that both my parents have imparted in my siblings and me are truly admirable. It’s their upbringing which has shaped us into the individuals we’ve grown up to be.”