From comedy to commerce: Vix Leyton on the data that drives retail

In the fast-paced, data-driven world of retail analytics, Vix Leyton, Head of Content at Pepper.com, stands out for her unique career journey and dual life as a stand-up comedian. In a candid interview, Leyton shared her insights on the industry’s evolution, the trends that defined 2023, and where the retail space might be headed in the future.

From Comedy to Retail Analytics: A Varied Career

Leyton’s route into retail analytics was anything but conventional. “I’ve been in money-saving for pretty much my whole career,” she explained, detailing how a stopgap job in car insurance evolved into a passion for consumer research. Starting on the phones at Confused.com, she quickly badgered her way into their PR team. “I fell in love with it,” she said, highlighting how her first-hand experience with customer pain points became an edge in crafting effective campaigns.

Her subsequent career took her through notable roles at VoucherCodes, Quidco, and Carwow. These experiences provided a front-row seat to pivotal moments in retail history, from the 2008 credit crunch to today’s cost-of-living crisis. “It’s fascinating to look at the data behind it,” Leyton remarked. She credits her ability to leverage internal data as a “superpower” that has consistently elevated her PR strategies.

A Data-Driven Role at Pepper.com

Today, Leyton manages PR and content for Pepper.com’s UK, France, and Germany operations, overseeing consumer-facing brands like HotUKDeals, Dealabs, and MyDealz. Describing her work, she said, “It’s community-based deal sharing…hundreds of thousands of people finding and sharing really good deals that we curate and make easy for others to access.”

Her role is far from predictable. “It’s a press office of one, so a lot of my work is reactive,” she explained. From analysing data on consumer searches for trending products like air fryers to responding to media inquiries about seasonal sales, Leyton juggles multiple responsibilities. “We’ve got sales data, demand data, and insights into what people are searching for. It’s a really good idea of what’s up and what’s not.”

Navigating Diverse Markets

Overseeing three markets means Leyton is attuned to regional differences in consumer behaviour. “Germany is still very coupon-based,” she noted, contrasting it with France, where shoppers are cautious and expect transparency in deals. In the UK, meanwhile, loyalty schemes have become a battleground. “We’ve seen supermarkets roll out membership prices, but it’s created stress for consumers,” Leyton said, referencing recent reports that non-members are paying disproportionately higher prices.

Trends That Shaped 2023

Reflecting on 2023, Leyton identified a shift toward careful spending as inflation bit into household budgets. “People want to physically see how much money they’ve got to spend,” she observed, pointing to a resurgence in cash use. At the same time, interest-free credit options have gained traction, but not without risks. “I went to buy vegan chocolate yesterday and got offered a buy-now-pay-later option. It was £4! We shouldn’t be offering credit on something that low.”

Leyton also noted the growing importance of click-and-collect services. “Retailers want people in stores because it’s easier to upsell them at the checkout,” she explained. The strategy aligns with the broader challenges faced by high street retailers, many of whom are struggling to compete with online giants like Amazon.

One of the most visible trends this year was shrinkflation—smaller product sizes for the same or higher price. “It’s driving people to do more research,” Leyton remarked, adding that budget supermarkets and world food aisles have become key resources for savvy shoppers.

The Cost-of-Living Crisis: A Comparison to 2008

When asked to compare the current cost-of-living crisis to the 2008 credit crunch, Leyton didn’t mince words. “People are more scared now,” she said. Unlike the singular financial shock of 2008, today’s challenges feel unending. “It’s like standing on a field of landmines and not knowing which one will go next.” Rising energy prices, stagnant wages, and spiralling costs for essentials have left many households stretched to their limits.

Stand-Up Comedy: From Coping Mechanism to Calling

Leyton’s journey into stand-up comedy began as a way to conquer her fear of public speaking. “I was phobic,” she admitted. After drunkenly signing up for a comedy course, she found herself hooked. “It got a bit out of hand,” she joked, noting how her comedic skills have even benefited her retail career. “I got to go on Steph’s Packed Lunch because they thought, ‘She’s done stand-up; she’s probably good on camera.’”

Leyton sees her dual careers as complementary. “I like to think of myself as a reverse Joe Lycett,” she quipped. While Lycett transitioned from comedy to consumer advocacy, Leyton’s path has been the reverse—but equally impactful.

What Does Retail’s Future Look Like?

As the industry braces for another challenging year, Leyton anticipates continued evolution in consumer behaviour. “Something very big would have to shift for people to feel comfortable spending at pre-COVID levels,” she predicted.

For retailers, she advises focusing on value-added experiences. “Where you can’t reduce price, make it a good experience. Longer returns periods, stress-free shopping, price guarantees—these things matter,” she emphasised. With consumer trust at an all-time low, transparency and reliability will be critical.

Leyton also expects more retailers to reassess their approach to Black Friday. “This year, it felt flat. Consumers are cynical,” she said. While the event remains a key calendar moment, its relevance is waning as shoppers demand year-round value.

Closing Thoughts

Whether analysing data or delivering punchlines, Vix Leyton approaches her work with curiosity and conviction. Her insights illuminate the complexities of modern retail, while her humour provides a refreshing lens through which to view it. As she aptly summarised, “There’s not a lot of joy to be had in a retail review of 2023…but it’s fascinating to watch.” For an industry navigating uncharted territory, voices like Leyton’s are both timely and essential.