Gene Juarez is a salon group with 10 locations. We have 10 salons and 9 spas in those locations. We also have a men's salon and two beauty schools. We're located in the Seattle marketplace, which is also where Microsoft and Amazon resides. The customer base in this market is extremely tech savvy.
We wanted to put ourselves in a position to meet that group of people at the highest possible level we could. The ability for us through Zenoti to have the back and customer experience pieces through the app, through cashless payments, through all of the kind of experiential pieces, made a lot of sense. And for me in particular, what I really liked about it was the marketing capabilities. Segmentation is a big part of success in the professional industry.
Doing CRM and working toward that end, and Zenoti was best prepared to do that. The other side of Zenoti that matters in a big way, is the interaction the system has with the professionals that work at Gene. Whereas to be able to check up on their guests, understand the business, add services, do all of the things that are necessary and ultimately allows our staff to really concentrate on their craft. We want them doing quality work, and that's what Zenoti allows us to do.