Moulin coopératif de Mouriès: migration to PrestaShop and a finely tuned customer experience

At the heart of the Alpilles, in France’s leading olive-growing town, the Moulin coopératif de Mouriès has preserved an iconic Provençal craft since 1626: olive oil production. Having become a cooperative in 1920, the mill now brings together 450 local producers who share the same attachment to the Provençal terroir.

In 2025, eight years after launching its first ecommerce site, the cooperative took a new step forward by migrating from WooCommerce to PrestaShop. A redesign built to move from a simple online catalog to a true customer experience platform, powered by marketing automation.

When a centuries-old mill goes digital

The first site, launched in 2017, did what it needed to do: enable customers to order the mill’s olive oils online, along with a selection of regional products. But over time, its limits became obvious. The site started to feel dated, both visually and functionally. It was a classic catalog, with no real storytelling and no personalization of the experience.

Yet the mill’s offering reflects a strong point of difference: alongside Vallée des Baux de Provence PDO olive oils, it also features gourmet grocery products from the terroirs of Provence and the Camargue, as well as natural cosmetics. With the average order value ranging from €50 to €300, the site speaks to a demanding customer base, attentive to quality and authenticity.

The redesign therefore had to go far beyond a simple transaction. The goal was to create a true digital extension of the mill: tell its story, immerse visitors in the world of the Alpilles, and make them want to walk through the door for an on-site visit.

“The redesign modernized the visual universe, with a cleaner, more contemporary identity. From the homepage, visitors are immersed in the landscapes of the Alpilles, creating an immediate connection to the mill’s local roots and authenticity.” Jérôme Lille, founder of Lije Creative

PrestaShop, the foundation of a reimagined customer relationship

The migration to PrestaShop is not limited to a simple visual redesign. It is part of a long-term ambition to build a more stable, more robust platform, backed by an upgrade of technical and marketing best practices.

Above all, it opens the door to more granular use of customer data. Thanks to a custom-built module connected to the Brevo API, the mill can now structure contact management, activate marketing automation scenarios (abandoned cart follow-ups, personalized recommendations, targeted communications), and run real email campaigns based on segmentation.

“Cross-selling logic is not always relevant. A regular olive oil buyer will naturally be interested in a new product in that category, but not necessarily in the cosmetics ranges. That’s why it’s critical to rely on customer data: purchase history, favorite categories, value generated over time.”

This approach helps strengthen long-term relationships with a loyal customer base, while respecting individual expectations.

AI in service of conversion

Building on this approach, the agency is exploring the benefits of artificial intelligence to enhance the shopping experience. An intelligent chatbot is currently being integrated to provide immediate answers to visitors’ questions: product ingredients, storage, usage advice, pairing suggestions, and more.

Already deployed on other ecommerce projects by the agency, this approach has proven doubly effective: it improves conversion rate by removing purchase friction, while freeing up time for the teams in charge of customer support. A feature that should naturally guide visitors as they discover products, without waiting for store opening hours.

Solid foundations for international growth

This evolution strengthens a site designed from day one to serve a European audience, with navigation available in three languages. A strategic choice to support international growth, especially into non-olive-producing markets such as the United Kingdom, Belgium, and Germany.

This commitment to a smooth experience also shows up in checkout. To meet each customer’s preferences, several options were implemented: payment by check, card payment via Crédit Agricole’s Up2pay, and PrestaShop Checkout, which enables PayPal, Google Pay, and Apple Pay.

Simplified content management

To ensure the mill’s teams can stay autonomous, the store was designed as a tool that is easy to evolve day to day. It relies on Creative Elements, a page builder that makes it easy to manage content, even highly visual content, without specialized technical skills. Editorial pages, seasonal highlights, promotions, and pop-ups can be adjusted in just a few clicks.

This onboarding was supported by agency-led training, so teams can manage the site with confidence and quickly adapt content to what’s happening at the mill.

With this move to PrestaShop, the Moulin Coopératif de Mouriès has equipped itself with an ecommerce platform worthy of its centuries-old craft: stable, scalable, and designed to strengthen customer relationships over the long term.

Thanks to Jérôme Lille, founder of Lije Creative, and Cabinet Mimran Brunet.