What is Sales and Marketing Strategy of GN Store Nord Company?

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What is GN Store Nord's Sales and Marketing Strategy?

GN Store Nord, a global leader in intelligent audio solutions and hearing technology, has consistently demonstrated the critical role of a dynamic sales and marketing strategy in navigating its competitive landscape and driving growth. A pivotal moment for the company in recent times was the successful launch and strong initial uptake of its ReSound Vivia and Savi products in 2025, which are expected to drive significant market share gains in its Hearing division. This innovation highlights GN's commitment to leveraging advanced technology, particularly AI, to enhance user experience, a core tenet of its market approach.

Founded in 1869 in Denmark, GN Store Nord (originally the Great Northern Telegraph Company) was established with a vision to connect the world through communication. While its original go-to-market approach centered on telegraphy and later telecommunications infrastructure, its current market presence is defined by its two primary segments: GN Hearing and GN Audio (operating under the Jabra brand). GN Hearing focuses on a full range of hearing aids and related services, helping millions with hearing loss, while GN Audio provides professional and consumer audio solutions, including headsets and video conferencing systems. This evolution reflects a strategic shift from foundational communication infrastructure to advanced, personalized audio and hearing technology.

The company's performance in 2024, with DKK 18.0 billion in revenue and 1% organic revenue growth (4% excluding the wind-down of Elite and Talk product lines), underscores its ability to achieve profitable growth in diverse market conditions. Looking ahead to 2025, GN Store Nord anticipates group organic revenue growth to range from -3% to +3% (excluding wind-down effects), with the Hearing division projected to contribute 5% to 9% organic revenue growth, driven by new product launches and market share gains. This article will delve into how GN Store Nord effectively brings its innovative products to customers through various sales channels, the sophisticated marketing tactics it employs, its distinct brand positioning, and the impact of its key campaigns. Understanding the GN Store Nord BCG Matrix can provide further insight into its product portfolio strategy.

GN Store Nord employs a comprehensive sales strategy that spans multiple channels to effectively reach its diverse customer base. The company's approach is tailored to its two main business segments: Hearing and Audio. This multi-channel strategy is fundamental to its overall business strategy, aiming to maximize reach and customer engagement.

For GN Hearing, the sales strategy heavily relies on a strong professional network. This includes audiologists, hearing care clinics, and specialized retail partners. This direct-to-professional model is a cornerstone of how GN Store Nord hearing aids reach consumers. Additionally, government contracts, such as those with the Department of Veterans Affairs in the US, represent a significant sales channel. In 2024, this channel accounted for a notable portion of wholesale sales for major hearing aid companies, and GN Store Nord experienced a market share shift within this segment.

Hearing Segment Sales Channels

GN Hearing primarily utilizes a professional network of audiologists and hearing care clinics. This direct-to-professional approach ensures specialized distribution. Government contracts also play a key role in reaching specific demographics.

Audio Segment Sales Channels

GN Audio leverages direct sales for enterprise clients and works with wholesale distributors. Expansion into well-known retailers is a key initiative for broader consumer reach. E-commerce platforms are also vital for direct sales.

Digital and Omnichannel Integration

There's a growing emphasis on digital adoption and omnichannel strategies across both segments. This includes enhancing direct-to-consumer (DTC) options and integrating online and offline experiences. The company's Target Market of GN Store Nord is addressed through these evolving channels.

Strategic Infrastructure Investment

Investments in physical infrastructure support the sales network. For example, relocating its North American hearing headquarters to a larger facility in Shakopee, Minnesota, will house manufacturing, sales, and customer service. This strengthens the distribution capabilities.

The company's sales tactics for expanding market share in Europe are informed by these channel strategies. Partnerships with leading software vendors are critical for the Enterprise division of GN Audio, bolstering channel access and contributing to market share gains in enterprise video communication systems. This strategic use of partnerships is a key component of GN Store Nord's business strategy.

Key Sales Channel Dynamics

GN Store Nord's sales channels are diverse, reflecting its dual focus on hearing and audio solutions. The company actively adapts its approach to meet evolving consumer and professional needs.

• Professional network for hearing aids.
• Direct sales and wholesale distributors for audio products.
• Government contracts as a significant channel.
• Growing emphasis on digital and DTC sales.

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GN Store Nord employs a multifaceted marketing strategy, heavily leaning on digital channels to enhance brand awareness, generate leads, and ultimately drive sales for both its hearing and audio divisions. This approach includes content marketing, search engine optimization (SEO), targeted paid advertising, email campaigns, collaborations with influencers, and active engagement across various social media platforms. A prime example of their content-driven approach is the 2024 'The New Norm' campaign, which uses impactful photography to challenge the stigma associated with hearing aids by featuring diverse individuals embracing modern hearing solutions. This initiative strategically distributes high-quality images to media outlets, aiming to reshape public perception.

While traditional media still plays a role, the company's focus has increasingly shifted towards digital avenues, aligning with evolving consumer habits. GN's marketing efforts are deeply rooted in data, utilizing customer segmentation and personalization to deliver tailored messages. The successful introduction and adoption of products such as ReSound Vivia and Savi underscore the effectiveness of their lead generation and sales conversion tactics. Furthermore, GN's Q1 2025 financial reports indicate an increase in sales and distribution costs, partly attributed to investments in channels designed to fuel revenue growth within the enterprise sector, demonstrating a commitment to marketing and sales enablement.

For its audio division, Jabra, the company conducts thorough market research to identify emerging trends and customer needs, particularly the growing demand for wireless audio and products optimized for remote work, such as noise-canceling headsets and speakerphones. This market intelligence directly informs product development and marketing communications, emphasizing superior sound quality, product durability, and cost-effectiveness. The integration of AI research and development across the GN Group, exemplified by features like 'Intelligent Focus' in hearing aids, serves as a significant marketing differentiator, highlighting the company's commitment to innovation and technological leadership. This focus on innovation is a key component of the Growth Strategy of GN Store Nord.

Digital Marketing Dominance

GN Store Nord prioritizes digital marketing tactics, including content marketing, SEO, paid advertising, and social media engagement, to reach its target audiences effectively.

Content-Driven Campaigns

The 'The New Norm' campaign exemplifies GN's strategy of using visually compelling content to combat stigma and shift public perception, particularly for hearing solutions.

Data-Informed Personalization

GN leverages customer segmentation and data analytics to personalize marketing messages, ensuring relevance and improving conversion rates.

Market Research for Audio Products

Jabra conducts extensive market research to align its audio product development and marketing with emerging trends, such as the demand for remote work solutions.

Innovation as a Marketing Tool

The integration of AI and pioneering features like 'Intelligent Focus' in hearing aids serves as a powerful marketing tool, showcasing technological leadership.

Strategic Channel Investment

Investments in sales and distribution channels, as seen in Q1 2025, are strategically aimed at enabling revenue growth, particularly in the enterprise market.

Key Marketing Tactics Employed by GN Store Nord

GN Store Nord's sales strategy is a dynamic blend of digital and data-driven approaches, focusing on customer acquisition and market share expansion.

• Digital Marketing: Comprehensive use of content marketing, SEO, paid advertising, email marketing, influencer partnerships, and social media engagement.
• Data-Driven Personalization: Utilizing customer segmentation to deliver targeted and personalized marketing messages.
• Product Launch Initiatives: Successful product launches for items like ReSound Vivia and Savi demonstrate effective lead generation and sales conversion.
• Market Research: Continuous market research informs product development and marketing messaging for audio products, focusing on remote work needs and wireless solutions.
• Innovation Showcase: Leveraging AI-driven features as a key marketing differentiator to highlight technological leadership.
• Channel Investment: Strategic investment in sales and distribution channels to support revenue growth, especially in the enterprise market.

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GN Store Nord strategically positions its brands, notably ReSound and Beltone for hearing aids and Jabra for audio solutions, by emphasizing innovation, quality, and a user-centric approach. The core brand message, 'Making Life Sound Better,' underscores a commitment to enhancing human connection through sound. Visually, the brands project modern technology and sleek design, complemented by an authoritative, empathetic, and forward-looking tone, particularly in the hearing aid sector where the aim is to redefine perceptions.

For its hearing aid division, GN Hearing's brand appeal is built on advanced technology, such as the AI-powered ReSound Vivia platform, designed to replicate natural sound processing for improved hearing in noisy environments. This innovation-driven positioning aims to set it apart from competitors. GN Hearing also highlights a personalized customer experience, exemplified by new fitting software like ReSound Smart Fit 2.0, which facilitates more intuitive and efficient fittings for hearing care professionals.

Jabra's brand positioning centers on delivering professional-grade audio and video solutions that support seamless communication and collaboration, especially in hybrid work settings. Its value proposition includes durability, cost-effectiveness, and superior performance in headsets and video conferencing systems. GN's dedication to sustainability is also a key brand element, with its 2024 Annual Report prepared in accordance with the EU's Corporate Sustainability Reporting Directive (CSRD), demonstrating its commitment to environmental, social, and governance (ESG) performance. This consistent messaging across all touchpoints reinforces a unified brand identity, even as the company adapts to evolving consumer sentiment and competitive pressures through continuous innovation and strategic adjustments, such as focusing on enterprise and hearing segments while phasing out less profitable consumer audio lines.

Innovation in Hearing Technology

GN Hearing differentiates itself with advanced AI-powered platforms like ReSound Vivia, which mimic natural sound processing. This focus on cutting-edge technology aims to provide superior hearing experiences, particularly in challenging acoustic environments.

User-Centric Fitting Solutions

The company emphasizes a personalized customer journey through intuitive fitting software, such as ReSound Smart Fit 2.0. This tool is designed to enhance the efficiency and effectiveness of fittings conducted by hearing care professionals.

Hybrid Work Audio Solutions for Jabra

Jabra's brand positioning targets the needs of hybrid work environments by offering professional-grade audio and video solutions. Key selling points include durability, cost-effectiveness, and high performance for communication tools.

Commitment to Sustainability

GN integrates sustainability into its brand identity, as evidenced by its 2024 Annual Report adhering to the EU's Corporate Sustainability Reporting Directive (CSRD). This highlights a dedication to strong ESG performance across its operations.

The GN Store Nord business strategy involves a clear focus on its core segments, particularly hearing aids and enterprise audio solutions, while strategically managing its product portfolio. This approach is evident in the decision to wind down less profitable consumer audio lines to concentrate resources on areas with higher growth potential and strategic importance. This strategic pivot aims to strengthen its market position and improve overall profitability, even as it navigates a competitive landscape. Understanding the Competitors Landscape of GN Store Nord is crucial for appreciating the dynamics of its market positioning and strategic choices.

Hearing Aid Market Share

In the US Veterans Affairs channel, the company experienced a market share decline to 9.7% as of December 2024, indicating a competitive challenge in specific market segments.

AI-Powered Hearing

The ReSound Vivia platform utilizes AI to mimic the brain's natural sound processing, offering a key differentiator in the hearing aid market.

Professional Fitting Software

ReSound Smart Fit 2.0 is designed to streamline the fitting process for hearing care professionals, enhancing user experience and efficiency.

Hybrid Work Focus

Jabra's audio and video solutions are specifically tailored to support the demands of hybrid work environments, emphasizing seamless communication.

ESG Reporting

The company's adherence to the EU's CSRD for its 2024 Annual Report underscores its commitment to transparent ESG performance reporting.

Strategic Portfolio Management

GN is strategically winding down less profitable consumer audio lines to prioritize growth in its enterprise and hearing segments.

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GN Store Nord's sales and marketing strategy is characterized by a dual focus on product innovation and targeted campaigns designed to address specific market needs and perceptions. The company consistently invests in developing advanced technologies and then supports these launches with strategic marketing initiatives that highlight user benefits and aim to overcome existing market barriers. This approach is evident across both its Hearing and Enterprise divisions, demonstrating a commitment to driving growth through both product differentiation and effective communication.

The company's approach to customer acquisition in the hearing aid market, for instance, heavily relies on showcasing technological advancements and user satisfaction. GN Store Nord's marketing mix for Jabra earbuds also emphasizes product features and competitive advantages. This integrated strategy aims to build brand loyalty in the consumer electronics space and differentiate its audio products from competitors through a combination of innovation and targeted messaging.

ReSound Nexia Launch Campaign

Introduced in late 2023 and expanded in August 2024, the ReSound Nexia platform campaign focused on pioneering a new era of hearing. This initiative highlighted advanced sound, design, and Bluetooth LE Audio connectivity, including the world's first remote microphone with Auracast. The campaign's success is reflected in user satisfaction, with reports of an 11% higher satisfaction rate and a 14% improvement in acceptance rate compared to older products. GN Hearing achieved 10% organic revenue growth in 2024, partly driven by this platform.

'The New Norm' Stigma Reduction Campaign

Launched in March 2024, 'The New Norm' campaign by ReSound International aimed to combat the stigma associated with hearing loss. It featured photography by Gala Ricote, showcasing diverse individuals, including athletes and musicians, wearing modern hearing aids. This campaign utilized a free, high-quality image bank distributed through media and social channels. Its objective was to shift societal perceptions and encourage more of the estimated 344 million people globally who need hearing aids but avoid them due to stigma.

ReSound Vivia and Savi Product Introductions (Q1 2025)

In the first quarter of 2025, GN's Hearing division launched the ReSound Vivia and ReSound Savi products. These new offerings experienced strong initial uptake and continued growth into April 2025. This product launch was supported by increased sales and marketing costs, reflecting strategic investments in sales channels to drive market share gains, even within a challenging U.S. market.

Jabra Enterprise Innovations (2025)

For the Enterprise division, which includes Jabra, the company is focusing on customer-centric innovations in headsets and video conferencing solutions. The launch of the compact PanaCast 40 VBS video conferencing solution in 2025 is a key example. This is supported by strong partnerships with leading software vendors like Microsoft Teams and Zoom, aiming to maintain market presence despite market headwinds.

These campaigns collectively illustrate GN Store Nord's commitment to product innovation and strategic marketing as core components of its overall business strategy. The company's approach to building brand loyalty and differentiating its audio products from competitors is a continuous effort, supported by investments in new technologies and targeted communication. Examining GN Store Nord's sales force training and development programs is also crucial to understanding its sales tactics for expanding market share in Europe and globally. The company's market positioning for ReSound hearing aids, for example, is built on a foundation of technological superiority and user-centric design, a key element in its Growth Strategy of GN Store Nord.

GN Store Nord Sales Strategy

Focuses on product innovation and channel investment to drive market share.

GN Store Nord Marketing Strategy

Employs targeted campaigns to address stigma and highlight user benefits.

GN Store Nord Hearing Aids Sales

Driven by successful product launches like ReSound Nexia, Vivia, and Savi.

GN Store Nord Audio Products Marketing

Leverages digital content, professional networks, and public relations.

GN Store Nord Digital Marketing Campaigns

Used to promote hearing solutions and combat societal perceptions of hearing aids.

GN Store Nord Partnerships

Crucial for the Enterprise division, especially with software vendors like Microsoft Teams and Zoom.

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