As most people know, CyberDay is a very important (and busy) day for buyers who compulsively enjoy buying and would not trade the comfort of being able to do so from their desks or mobile phones. This is how the American initiative, which pursuits to convince people to buy products via internet, was born. By the name CyberMonday, merchandising experts opened Pandora’s box, releasing a trend that, even after 14 years, has half of the world thinking about that item they want (or does not know they want) and maybe will be on a huge sale this year.

According to Cámara de Comercio de Chile (Chilean Chamber of Commerce), more than 190 million dollars worth of transactions were registered during CyberDay in 2017, which meant a rise of a 45% compared to the 2016 event. Meanwhile, websites participating in CyberDay registered a rise of more than 100 million visits. CyberDay has   been growing year after year since 2011, when it was first implemented in the country, and has become one of the biggest commercial days for Chilean economy, only topped by Christmas.

Results of transactions and purchases of cyber day 2017 according to CCS (Chilean Chamber of Commerce)

For all of these reasons -and, as every commercial event, even digital ones- CyberDay is not exempt of congestion, nor of problems caused by saturation of buyers. Imagine for just a minute, that you find that excessively expensive product you have been waiting for so long, with 50% off. You run as fast as you can, look for your digipass, an electronic gadget that gives you a technology almost impossible to clone, thinking that the store may run out of the product you want, you click on “purchase” and, for your surprise… the website stops working. The server is off and the product vanishes from your hands. You know that, probably, once the server is up again, the product you wanted will no longer be there waiting for you. Companies that go through this problem in their e-commerce sites have CyberShame instead of CyberDay. Yes, “shame”, because the weight of the user’s frustration will fall over the brand in charge of the website, affecting not only their sales, but also, their digital reputation.

Needless to say, there are many reasons why websites may fail, such as their software and daba base not being optimized, their infrastructure not being the most adequate for their job, lack of planning, under qualified supervisors, or human mistakes. But one of the biggest, and more common, drawback companies face in CyberDay is the bad operation of their queue systems, which, as it name suggests, is a “virtual queue” where users wait before getting online. This happens to be an important problem if we consider two factors: Chile has the technology to fix it, we just need companies to invest in proper infrastructure and spare us this distaste. On the other hand, during CyberDay, CyberMonday, BlackFriday, and many other events of this kind, websites receive a tremendous amount of traffic. We talked to Juan Pablo Reyes, CEO at Linets, a company with over 4 years of experience in this type of events offering servers, supports and monitoring:

Queue systems are an annoyance for customers because they make them lose time and limit their possibilities. Basically, this systems exist because companies have not invested in proper infrastructure, keeping the current infrastructure static, which is not able to grow as fast as the demand does. There is technology available to avoid queues, it just has not been used yet".

So, it is not crazy to think that to be properly prepared for CyberDay, as a company, is something that takes an immense amount of time and, most of all, planning. Juan Pablo shares a piece of advice for everyone looking to compete in this kind of event:

If you do your planning correctly and timely, you will be able to board every element you need for a successful Cyber. You will also need to consult experienced companies that have managed to hone different facets involved in this sort of campaigns. That is particularly clear when you look at the digital infrastructure. To take advantage of the cloud and of your software, you don’t have to reinvent the wheel, look for experienced companies or professionals instead. As a company, we have been helping clients for years, and the collected experience is key when it comes to face this event without setbacks”.

As La Tercera PULSO says, the principal sign to claim that CyberDay, CyberMonday or any other event of the kind is a success in Chilean economy is how much the SMEs, which have been a part of the event every year, have been involved, raising the discount rates and market participation that this date, per se, means for Chile.

Lastly, without the need to get technical, we cannot not highlight that, in Chile, the percentage or people doing internet transactions gets higher and higher by the day. CyberDay is an initiative that was brought to our country in 2011, and has sustained an exponential growth every year since then, being a magnificent success every year. That is why people and institutions such as Cámara de Comercio (Chilean Chamber of Commerce) and Sernac (Chilean national customers service) are laying their eyes on all the brands taking part of the event. Resulting in making Chilean CyberDay the best commercial milestone to buy “that” thing that, maybe, you did not even know you wanted.