How Groupe La Belle-Iloise Uses Wisepops Across Multiple Brands, Driving 7% CTR

About la belle-iloise

la belle-iloise is a French family-owned cannery founded in 1932 in Quiberon, Brittany. For over 90 years, the company has crafted premium canned fish — sardines, tuna, mackerel — using traditional artisanal methods. The group operates 92 direct-sale boutiques across France and offers a catalogue of over 200 products, from fish preserves and soups to rillettes and gift boxes.

In 2023, la belle-iloise completed its first-ever acquisition, welcoming La Quiberonnaise — another historic Breton cannery — into the group. Both brands share the same commitment to artisanal know-how, Breton heritage, and quality seafood.

The Challenge

Like many heritage brands with strong physical retail roots, la belle-iloise needed to bring the same level of personalisation and storytelling from their boutiques to their websites — across two brands and three domains.

Loic Bonnaillie, ecommerce & customer acquisition director, identified four concrete pain points:

• Visitors arriving from Google Ads campaigns weren't seeing the promo code from the ad once they landed on site, creating friction in the conversion path

• 90% of traffic enters the site on product or category pages, never reaching the homepage — meaning new products, seasonal offers, and recipe content were invisible to most visitors

• Catalogue customers (VAD mechanic) had a personalised promo code but no reliable way to surface it online at the right moment, without showing it to everyone

• When transactional emails were flagged as spam by certain providers (notably orange.fr and free.fr), there was no way to warn affected customers quickly without waiting for a developer.

Setup and Implementation

The notification feed (bell icon) was implemented by Axome, the digital agency the group works with. From there, Loic took full ownership of the day-to-day setup across all three websites and both brands — no ongoing developer involvement required.

How la belle-iloise Uses Wisepops

Personalisation by acquisition channel 

Using UTM-based targeting, the team surfaces a contextual popup to visitors arriving from Google Ads, reinforcing the offer from the ad and keeping the conversion path consistent from click to purchase.

Getting new products, recipes and offers in front of the right people 

With 90% of visitors entering on product or category pages, the notification feed and targeted popups give the team a way to surface new launches, offers and recipe content wherever the visitor actually is — without requiring a homepage visit.

Promo code reminders for catalogue customers 

Once a VAD customer logs in, their promo code eligibility is passed via GTM into Wisepops targeting rules, and the code appears contextually. A level of personalisation that would typically require custom development, delivered here through a no-code integration.

Rapid response to technical incidents 

On two occasions, transactional emails were flagged as spam by certain providers. Rather than waiting for a technical fix, Loic used Wisepops to display a targeted warning — filtered by email domain via GTM — at the exact step where the issue occurred. The response went live in hours, with no developer involvement.

An always-on content and personalization channel with the onsite feed 

The bell icon gives new and returning visitors a persistent, opt-in-free content channel. The team publishes welcome messages, seasonal campaign announcements, new product launches, recipes, geotargeted notifications (including dedicated content for Belgian visitors on labelleiloise.be), and a login prompt for logged-out visitors.

Cart and checkout optimization 

Progress bars showing distance to the next reward tier, countdown timers on limited-time offers, and free delivery reminders triggered dynamically by cart value — all deployed and updated by the marketing team without writing a line of code.

Rich content embeds 

Recipe video embeds on product and category pages, post-purchase recipe cards on the order confirmation page, seasonal editorial content published inline, and targeted coupon reminders — all managed independently by the team.

Gamification and quizzes 

Interactive quizzes — including a flavour preference quiz that routes visitors to personalised product recommendations, and a brand knowledge quiz to win a gift set — generate near-total engagement rates and collect valuable behavioural data, exported directly from Wisepops.

A/B testing and control groups 

Campaigns are split between an active variation and a control group, allowing the team to compare conversion rates between visitors who saw a campaign and those who didn't. Different formats, designs, and copy variants are tested systematically before scaling.

Results (2025 – Early 2026)

• 391,000+ total impressions across all three sites and both brands

• 6.5% overall CTR — 9.9% for popups, 5.5% for the notification feed

• 7.6% of la belle-iloise's total e-commerce revenue attributed to Wisepops (last-click, labelleiloise.fr)

• 100+ campaigns built across 3 sites

• 8 use case categories in active use

• 2 brands managed from a single workspace

Note: The 7.6% revenue figure is based on last-click attribution for labelleiloise.fr, where conversion goals are fully configured. Since the notification feed and content embeds also contribute to brand engagement and return visits, the actual influence on revenue is likely higher than what the attribution model captures.