When Susan Haise looks at her business dashboard, one metric stands out: three in 10 guests who schedule services are booking an add-on. It's the result of a deliberate strategy and smart tools.
As president of Edgeless Beauty Group, Susan manages a diverse portfolio that includes five Neroli Salon & Spa locations across southeastern Wisconsin (with approximately 180 team members), two SKN BAR Rx medspas, three Aveda Institutes beauty schools, and a distribution business. With this level of complexity, she needed software that could adapt without compromising the guest experience.
Susan has used many different point-of-sale solutions over the last 30 years, but she has relied on Zenoti for the past seven. She believes the platform's marketing tool is the best available.
Making add-ons effortless for guests
The secret to Edgeless Beauty Group's add-on success? Removing friction from the booking process. Whether guests schedule through the mobile app or online, they can easily enhance their appointments with treatments like botanical hair repair, eye treatments, or dermaplaning services.
Multi-service bookings drive brand growth
"30% of our guests who schedule services today are booking an add-on. The add-on capability within the apps has really been the number one growth strategy for the brand in the last six months."
– Susan Haise, President, Edgeless Beauty Group
The guest-facing technology is only part of the story. Behind the scenes, Susan's team uses text messaging and smart segmentation to reach clients with relevant suggestions – without resorting to discounts.
Guests want control of their booking experience
At Neroli Salon & Spa, 60% of guests now book their appointments either online or through the mobile app. It's a shift that has changed how the business operates – and guests love the flexibility. "Consumers want to be in control," Susan says. "Allowing the consumer to use their app, both to schedule as well as to cancel reservations, has been a game changer for Neroli, for sure."
For the guest services team, the shift means less time on the phone and more capacity to focus on personalized service and outreach.
Strategic messaging that resonates
Sara Phillips, one of Susan's marketing coordinators, has mastered the art of perfectly timed communication. When appointment books need a boost at the Aveda Institutes, Sara sends messages on Sunday evenings – when people are planning the week ahead.
"Instead of giving a discount, we're just talking about how brow laminations or lash lifts would be super effective in helping you save time in the morning," Susan explains. The messaging focuses on value and convenience, speaking directly to working moms, she notes. The approach works. At one school location that needed growth, these strategic end-of-weekend messages "moved the needle by 10% or more" in a single week.
Technology that adapts
What makes Zenoti especially valuable for Edgeless Beauty Group is its ability to mold to very different business models. Managing luxury spa experiences at Neroli requires different capabilities than running medspa services with laser treatments and injectable inventory. Add in the complexity of Aveda beauty school operations with rotating student schedules, and the challenge multiplies.
Three business models on a single platform
"Zenoti understands the salon and spa business, the medspa business, and it takes the time to understand the school business. So, having Zenoti through all three divisions of those companies has been really powerful."
– Susan Haise, President, Edgeless Beauty Group
Unified software creates consistency while allowing for customization across Susan's brands. SKN BAR Rx uses Photo Manager in Zenoti to display client progress – on 55-inch screens. The photo management feature equips staff for powerful visual conversations about treatment plans. At the institutes, students use the mobile app to track their numbers and learn industry systems from day one.
Supporting team members beyond the schedule
In a field where retaining staff is tough, Edgeless Beauty Group found operational improvements that make a difference. Through Zenoti's myZen app, technical staff can access their gratuities within 24 hours.
"It matters when they're buying homes and cars and getting access to credit," Susan elaborates. "So, having the tip payout system as part of Zenoti — where the team can access their tips within 24 hours and we can still track everything — is definitely a win-win for everyone. Using the Zenoti system is a good business decision."
For stylists, estheticians, and other service providers, having quick access to tip income supports their financial well-being while maintaining necessary business oversight.
The power of accessible data
Imagine a world where the right information is always within reach. With Zenoti, that vision becomes a reality. At Edgeless Beauty Group, managers use data dashboards to make real-time decisions. Susan herself relies on the management app to monitor operations across all locations at a glance.
"Professionals at Neroli [Salon & Spa] and SKN BAR Rx require data access and flexibility in their schedules," Susan explains. "They can add clients themselves, look up past data – they're professionals and they need the tools and resources. Zenoti software provides that for my team, and it's invaluable."
With an all-in-one platform simplifying operations, Edgeless Beauty Group stays poised for continued growth.
