Conversation with… Terry Cannon, CEO of WeComm
WeComm has established a formidable presence in the retail sector, driven by innovation and a passionate approach. TRB recently sat down with Terry Cannon, the dynamic CEO of WeComm, to explore his business strategy, key partnerships, and what fuels his infectious energy and vision for the industry.
Could you share your overall business strategy, especially considering the rapid retail evolution and the growing emphasis on digital transformation?
I believe having just one fixed strategy is quite risky. Retail is a constantly shifting landscape, so we focus on being adaptable rather than rigid. Instead of sticking to a long-term plan that might become outdated, we align our efforts with key industry figures and emerging trends. This approach allows us to run short, sharp sprints, what I call ‘short-term focus’, because retail changes so quickly. We stay close to those who dictate market directions, ensuring our actions are always relevant and responsive.
The Xecutive Xchange is a vital part of WeComm. Can you elaborate on its value proposition and how it helps retailers access essential expertise? Any success stories?
Subscribe to TRBThe Xecutive Xchange serves two core purposes, professional and personal. Professionally, it creates a safe space for senior retail leaders to be vulnerable, to learn and share without feeling exposed. Many of these leaders carry immense pressure, they’re making tough decisions, handling redundancies, and need a confidential environment to grow.
On a personal level, it’s about offering them a platform to feel valued, to learn new technology, fresh ways of thinking, and to stay front and centre. For example, in one conversation from our last Xchange, Rob Newstead from PVH told me he always left feeling smarter after each session. That’s the success metric: how people feel when they leave, not just immediate business outcomes. It’s about building genuine connections, and from those, we’ve facilitated partnerships that have thrived.
How do you measure the success of The Xecutive Xchange and your broader strategy?
I took a bold step, initially. I didn’t measure success through direct commercial impact. Instead, I focused on the happiness and confidence of the participants. If leaders leave feeling more empowered, smarter and valued, then we’re on the right track. We gather data via surveys, asking about their confidence, the quality of peer interactions, and whether they feel part of a meaningful community.
What inspired WeComm’s partnership with TRB? How do you see this collaboration benefiting both organisations and the wider retail community?
The chemistry was obvious. When I set up WeComm, I didn’t see competitors but rather opportunities to collaborate with like-minded organisations. TRB offers a genuine space for retail professionals to connect, share and learn, something I think is vital, especially given how lonely leadership can be at the top.
This partnership amplifies our reach and impact. It allows us to extend our community and provide more value. For instance, through joint masterclasses and events, we’ve been able to showcase human-centric leadership and create real, lasting connections.
How has this partnership expanded WeComm’s engagement with retail professionals? Any notable collaborations?
It’s been transformative. We’ve seen increased participation, deeper engagement, and more meaningful relationships forming. The trust TRB has built with retail leaders means our joint initiatives are more impactful. An example is the recent Xecutive Xchange, which brought together senior leaders, and the knowledge exchange was on another level.
Why do you believe strong business connections are essential in retail? How does WeComm nurture these relationships?
They’re everything. Strong connections differentiate successful businesses, they open doors, build trust, and create opportunities that wouldn’t exist otherwise. WeComm facilitates this by creating environments where genuine relationships can develop, whether through our Xecutive Xchange, events, or informal networking. It’s about building trust, offering value, and nurturing long-term partnerships. And this is with the whole retail community. Matt Bradley at RTS, other recruiters, industry associations and bodies. We are a stronger sector if we unite.
What guidance would you give to future entrepreneurs and retail leaders on cultivating valuable business relationships?
Focus on authenticity. Build real relationships, not just transactional ones. Offer value without expecting immediate returns. Listen more than you speak and remember that trust is built over time. Be consistent, genuine, and always look for ways to support others, because those relationships will support you when you need them most.
WeComm is heavily involved in the People in Retail Awards. From your perspective, how important is it to recognise excellence in retail?
It’s everything. Retail is a tough, demanding industry, and recognising those who excel is vital. It celebrates the heart of retail, people. Sometimes, these awards highlight the unsung heroes, the store managers, frontline staff, and leaders who go above and beyond. It’s about celebrating human effort and reminding everyone of the industry’s true asset: its people.
What excites you most about the retail sector? What challenges and opportunities do you see?
Retail is incredibly dynamic, no two days are the same. The challenges are significant, especially with technological disruption and shifting consumer expectations, but these also bring opportunities to innovate and improve. What’s most compelling is the human element, how passionate, resilient, and creative retail teams are. That’s what keeps me inspired.
Finally, what are your predictions for retail’s future, and how will WeComm support retailers in navigating these changes?
We have something huge planned for 2026 that brings us even closer to our industry but for now this is all I can say.
The future of retail for me is always bold, turbulent but brilliant. Yes, it’s a challenging landscape for some, and whilst I appreciate that, it’s not something retail hasn’t seen before.
Our support is to always just stay connected, connect people and build a community for retail professionals that means something. As for the tech, innovation etc, I will leave this to the true experts.
Conclusion:
Terry Cannon’s vision for WeComm is rooted in genuine human connection, adaptability, and unwavering support for retail’s frontline and leadership alike. His focus on creating safe spaces for learning, celebrating excellence, and building authentic relationships underscores a deep commitment to the industry’s future. Team TRB are proud to be working with such an inspiring individual and his team!
