Wahl Clipper

Ward Lennon is the Division Vice President of Sales, North America Consumer at Wahl Clipper. With more than four decades of experience in the consumer goods industry, he has navigated seismic shifts in retail and distribution since beginning his career in 1982. I have led through waves of supplier and retailer consolidation, the rise of tariffs as a business-defining factor and the rapid transformation of digital commerce, particularly the acceleration of online sales during and after the COVID-19 pandemic. Today, I continue to guide Wahl’s North American consumer business through a landscape where omnichannel growth and digital penetration define success, while keeping focus on building sustainable market presence in a changing global economy.

Through this interview, Lennon highlights how the consumer industry is evolving and shares his perspective on building lasting success in such a competitive environment.

The Changing Rules of Consumer Sales

The industry I entered 1982 looks nothing like the one we see today. Over time, suppliers and retailers have consolidated, leaving fewer players with more influence. That alone changes the dynamics of how business gets done. Tariffs have also had a massive effect on the business and in 2025, their impact remains one of the most significant factors we contend with.

But the most dramatic shift has been digital. Online sales have surged in the last five years, especially since 2020, when COVID hit and people could not go to stores. Digital commerce is now a pay-to-play model. You will not be seen if you are not investing in retail media, whether Amazon AMS, Walmart Connect, CVS CMX, Walgreens Ad Group, Target’s Roundel, etc. Sponsored products dominate search results on any retailer’s site. The reality is that larger companies can spend more, which gives them the advantage over the small and midsize companies. The small and midsize companies must be more strategic in choosing the platforms that will give their brands the biggest awareness to compete effectively.

Looking ahead, I see artificial intelligence and social platforms as the forces shaping consumer behavior the most. TikTok has already proven its ability to drive sales through influencer videos and TikTok Shop itself. I expect that influence to grow and new platforms will emerge to do the same. AI, meanwhile, is moving from simple tools like chatbots into a more central role in targeting, engagement and even operations. These forces redefine how consumers interact with brands and how suppliers compete to reach them.

Building a Path to Long-Term Success

Traditional marketing, social media, TikTok and retail press work together. No single channel drives growth alone. The impact comes when all those pieces reinforce each other.

In the years ahead, I believe the suppliers and retailers that win will be those that increase their digital sales and penetration most effectively. That is the real differentiator. Brick-and-mortar is not fading, but digital will keep growing as the industry’s engine. For professionals just starting their careers, I advise building your brand digitally first, then expanding into physical retail. Many of the most successful brands today have taken exactly that path.

The formula is straightforward. The organizations that consistently grow their digital presence will lead. For me, that is the measure that will determine who succeeds in the future of consumer sales.