With more than 500 locations across the U.S. and Canada, Hand & Stone Massage and Facial Spa is a vast franchise network. Prior to partnering with Zenoti, they had spa business software locally at each center, with separate operations and databases.
This setup prevented Hand & Stone from getting a complete view of their expansive brand – and it caused an inconsistent customer experience across locations.
Here’s how Hand & Stone centralized their network and introduced new digital solutions to delight staff and customers alike.
The power of cross-location access
Pain point: The previous, decentralized spa software limited cross-center collaboration. It was difficult – in some instances, impossible – to access essential data such as guest profiles, membership records, and gift card balances from different centers. Meanwhile, the Hand & Stone corporate office was frustrated by limited visibility into performance and inconsistent reporting across locations.
Solution: Hand & Stone unified all centers on a single platform with Zenoti. Now, there is only one view of each customer, accessible from every Hand & Stone location. Not only has this improved the guest experience, but Hand & Stone can easily market to guests who visit more than one center.
The centralized solution gives management comprehensive access to sales and operations data – for individual centers and the entire organization. The corporate office also has the ability to introduce services, pricing, and promotions at the organizational level and then immediately deploy them to each Hand & Stone location.
“One of the most powerful features of Zenoti is the integrated marketing platform. Previously when marketing to our customers, we would only see the activity that happened at any one location. But with the centralized system, we now have that single view of the customer that allows us to see all activity across all locations. It enables us to really tailor our messages to the unique needs of the customer.”
- Joe Brauer, Chief Technology Officer
The form swap: Less work, less waste
Pain point: Hand & Stone customers had to complete intake forms with pen and paper when visiting their local spa.
Solution: Since introducing digital forms, staff can send forms out via email prior to each visit. Customers complete forms at home so they can relax fully when they arrive at the spa. The reduction in workload and paper waste is significant: Hand & Stone can process as many as 350,000 digital forms in just one month.
“Previously, all our service and intake forms were completed manually. With electronic forms from Zenoti, forms can be emailed directly to the customer. Once filled out, they are visible across all our locations.”
- Joe Brauer, Chief Technology Officer
The key to (h)appy providers
Pain point: Providers lacked an efficient way to manage their daily schedule and appointments.
Solution: Hand & Stone gave massage therapists and aestheticians an employee mobile app from Zenoti, giving providers direct access to their workday via their own mobile phone.
“Our providers really like the employee mobile app. They use it to clock in and out, view their schedule for the day, and even enter treatment notes after appointments. When the front desk checks a customer in, the app automatically notifies the provider that the customer is in the lobby and ready.”
- Joe Brauer, Chief Technology Officer
“Guests access our brand with an easy and attractive online booking experience, and completely contactless digital forms.”
“Memberships are important to us. Zenoti’s flexible membership structures allow our guests to choose what's right for them."
- Cindy Meiskin, Chief Experience Officer
Staff members aren’t the only ones who appreciate Hand & Stone’s new digital features. Since introducing Zenoti, centers have seen an increase in online booking. Brauer says, “Customers are booking online more and more. That’s less time the front desk is spending on the phone with customers, and more time to deal directly with customers who are standing in the spa.”
Simplicity is key to success
Managing a nationwide, multi-location brand presents a number of unique, ongoing challenges. The technology available to today’s spas can simplify the process in a number of ways as centralized operations and digital solutions help Hand & Stone deliver a consistent and relaxing experience to customers and staff alike.
Brauer notes “We aim to give our customers the best and simplest experience that we can, leveraging the technology available to us.”
“We started our evaluation of software providers knowing we needed a proven, cloud-based system that could reliably support our network. Zenoti stood out as the most robust platform, and as a partner that will lead with innovation for years to come.”
