Dailyn App: Rewarding Local Shopping in Nancy

In the heart of France’s Grand Est region, a quiet but determined movement is reshaping how communities support local businesses. Meurthe-et-Moselle, a department known for its historic towns and thriving artisan traditions, is now at the forefront of a national push to preserve small-scale commerce. With e-commerce giants dominating consumer habits and urban sprawl encroaching on traditional marketplaces, officials and entrepreneurs are turning to innovative strategies—including digital tools—to ensure the survival of independent retailers and family-owned shops.

At the center of this effort stands Dailyn, a loyalty app launched in Nancy just over a year ago. The platform rewards shoppers for patronizing local stores, offering points redeemable for discounts or donations to community projects. While such apps exist elsewhere in Europe, Dailyn’s approach in Meurthe-et-Moselle reflects a broader regional commitment to economic resilience. According to the French National Institute of Statistics and Economic Studies (INSEE), nearly 40% of commercial closures in rural French departments since 2020 were small businesses with fewer than 10 employees—a trend Meurthe-et-Moselle is fighting to reverse.

The stakes are high. Meurthe-et-Moselle, home to 730,000 residents and a mix of agrarian and industrial economies, has seen a 15% decline in foot traffic to independent shops since 2018, according to a 2023 report by the Chambre d’Agriculture de Meurthe-et-Moselle. Yet, the region’s leaders argue that its proximity to Paris and its reputation for craftsmanship—think Nancy’s porcelain and Lunéville’s lace—give it unique leverage. “We’re not just competing with Amazon,” says Jean-Luc Bérard, president of the Chambre de Commerce et d’Industrie (CCI) Grand Est. “We’re competing for the future of our towns.”

How Meurthe-et-Moselle Is Fighting for Local Commerce

Dailyn isn’t the only tool in the region’s arsenal. Local governments and business associations have launched a multipronged strategy:

• Digital loyalty programs: Apps like Dailyn, which partners with over 500 independent shops in Meurthe-et-Moselle, offer cashback or gift cards for purchases. The app claims to have processed €1.2 million in transactions since its 2023 launch, though exact figures are not publicly audited.
• Zoning protections: The department’s prefecture has designated “commercial preservation zones” in towns like Nancy and Lunéville, restricting large-chain stores from opening near historic centers. A 2022 decree by the French Ministry of Economy expanded these protections, allowing local councils to impose fines on violators.
• Skill-sharing networks: Initiatives like “Les Ateliers du Commerce” connect retired artisans with young entrepreneurs, offering mentorship in everything from inventory management to digital marketing.

But the effort faces challenges. Critics argue that loyalty apps like Dailyn—while popular—only scratch the surface. “Rewards are great, but they don’t solve the core issue: affordability,” notes Élodie Moreau, an economist at the University of Lorraine. Rent costs in Nancy’s city center have risen by 22% since 2020, pricing out many small retailers (Notaires de France). Meanwhile, the region’s aging population—nearly 25% of Meurthe-et-Moselle residents are over 65—means fewer young consumers to sustain local shops.

Why This Matters Beyond France

The fight to save small businesses in Meurthe-et-Moselle mirrors struggles across Europe and North America, where high street decline has become a defining issue of the 21st century. In the UK, 1 in 5 independent shops closed permanently in 2023 (BBC), while Germany’s Mittelstand—its network of family-owned firms—faces similar pressures from globalization.

What sets Meurthe-et-Moselle apart is its collaborative approach. Unlike top-down policies, the region’s strategy combines technology, local governance, and cultural pride. “We’re not anti-globalization,” says Bérard. “We’re pro-local first.” This philosophy has attracted attention from the World Economic Forum, which featured Meurthe-et-Moselle’s model in its 2024 report on resilient regional economies.

What’s Next for Meurthe-et-Moselle?

Looking ahead, the region’s leaders are eyeing three key priorities:

1. Expanding Dailyn’s reach: The app plans to launch in neighboring departments by mid-2025, with funding from the Grand Est regional council. A pilot program in Vosges department begins in September.
2. Tax incentives for shopkeepers: Proposals are underway to offer reduced property taxes for retailers who hire apprentices under 30, a move modeled after Germany’s successful Meister program.
3. Tourism integration: Officials are partnering with Airbnb and Booking.com to redirect visitors to local boutiques, with a “Shop the Grand Est” passport launching in October.

The next critical checkpoint will be the November 2024 meeting of the Meurthe-et-Moselle Economic Development Board, where Dailyn’s year-two performance and potential EU funding for its expansion will be reviewed. “If People can prove this model works here, it could be replicated nationwide,” says Moreau.

Key Takeaways

• Meurthe-et-Moselle’s strategy combines digital tools (like Dailyn), zoning laws, and mentorship to revive local commerce.
• Challenges remain, including rising rents and an aging population, but collaborative governance is mitigating risks.
• The model is gaining traction internationally, with the WEF citing it as a case study for regional economic resilience.
• Next steps include Dailyn’s expansion, tax incentives for young hires, and tourism-driven shopper integration.

For readers interested in supporting local businesses, Dailyn’s app is available for download on Apple and Google Play. To explore Meurthe-et-Moselle’s economic policies further, visit the CCI Grand Est or the Grand Est regional council.

What are your experiences with local commerce in your region? Share your stories in the comments—or tag us on Twitter with #SaveLocalCommerce.