{"id":3460,"date":"2026-06-12T12:01:34","date_gmt":"2026-06-12T16:01:34","guid":{"rendered":"https:\/\/www.dtvaldivia.cl\/?p=3460"},"modified":"2026-06-12T12:01:35","modified_gmt":"2026-06-12T16:01:35","slug":"columna-de-opinion-analisis-forense-al-cyber-day","status":"publish","type":"post","link":"https:\/\/www.dtvaldivia.cl\/index.php\/2026\/06\/12\/columna-de-opinion-analisis-forense-al-cyber-day\/","title":{"rendered":"Columna de Opini\u00f3n: An\u00e1lisis forense al Cyber Day"},"content":{"rendered":"\n<p class=\"has-large-font-size wp-block-paragraph\"><strong>An\u00e1lisis forense al Cyber Day<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-right wp-block-paragraph\"><strong>Por Felipe Miranda Rendic, country manager de Logisfashion Chile<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los d\u00edas siguientes al Cyber Day siempre traen el mismo rito. Los organizadores publican cifras, los medios llevan titulares con las ventas totales, y los equipos de marketing calculan el retorno de sus campa\u00f1as. Todo el an\u00e1lisis se concentra en lo que pas\u00f3 durante las 72 horas del evento. Muy poco en lo que ocurre despu\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ese \u00abdespu\u00e9s\u00bb tiene una dimensi\u00f3n que los n\u00fameros posteriores no capturan: la experiencia de quien compr\u00f3 y todav\u00eda est\u00e1 esperando. El proceso log\u00edstico que se activa con cada click no termina cuando cierra el carrito. En muchos casos, reci\u00e9n comienza.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un estudio que realizamos, en el marco de este evento, nos permiti\u00f3 mirar su lado invisible. Lo que encontramos no es un diagn\u00f3stico de crisis, pero s\u00ed una se\u00f1al de alerta sobre lo que la industria todav\u00eda no est\u00e1 midiendo bien. Al preguntar a los compradores cu\u00e1nto tiempo consideran razonable esperar un despacho despu\u00e9s de una compra en el evento, el 75% respondi\u00f3 que cinco d\u00edas o menos. El 31% espera recibirlo en uno o dos d\u00edas. Esa expectativa no la fij\u00f3 el retail chileno: la instalaron plataformas<br>globales que normalizaron el despacho ultrarr\u00e1pido en el resto del a\u00f1o. El problema es que el Cyber Day concentra millones de transacciones en tres d\u00edas. Esa concentraci\u00f3n tensiona toda la cadena de distribuci\u00f3n del pa\u00eds al mismo tiempo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El resultado es una brecha entre lo que se promete y lo que se puede cumplir. Y esa brecha tiene consecuencias concretas: el 15% de los compradores encuestados tuvo que ir a una tienda f\u00edsica a adquirir lo que el despacho no le entreg\u00f3 a tiempo. Otro 18% conoce a alguien en esa situaci\u00f3n. Sumados, un tercio de los encuestados tiene experiencia directa o cercana con ese quiebre. No es una an\u00e9cdota: es un patr\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lo m\u00e1s revelador, sin embargo, es lo que ocurre antes de que se produzca la falla. El 28% de los compradores con experiencia en eventos Cyber ha desistido de al menos una compra por desconfianza en el despacho. No por el precio. No por la oferta. Por miedo a que lo que compra no llegue. Esa venta nunca se contabiliza en el resumen del lunes, pero existi\u00f3 como intenci\u00f3n y<br>no se concret\u00f3. Es el costo oculto que el evento no reporta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este conjunto de datos describe algo m\u00e1s profundo que un problema de tiempos de entrega. Describe la distancia entre la cara visible del comercio electr\u00f3nico &#8211; el sitio afinado, \u00e1gil, pensado para que el cliente compre &#8211; y todo lo que ocurre detr\u00e1s para que ese pedido efectivamente llegue. Las marcas han invertido a\u00f1os y recursos en perfeccionar la experiencia de compra hasta el click. La inversi\u00f3n en lo que viene despu\u00e9s no ha seguido el mismo ritmo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esa asimetr\u00eda importa porque el consumidor no la percibe as\u00ed. Para quien compra, la experiencia es una sola: desde que entra al sitio hasta que recibe el pedido en su casa. Si alg\u00fan eslab\u00f3n de esa cadena falla, lo que se rompe no es la log\u00edstica. Se rompe la promesa completa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El Cyber Day seguir\u00e1 creciendo, y las cifras del pr\u00f3ximo evento probablemente superen las del anterior. Pero vender m\u00e1s r\u00e1pido de lo que se puede entregar genera una promesa que despu\u00e9s cuesta cumplir. Los datos de este estudio sugieren que esa cuenta ya se est\u00e1 pagando, en silencio: en cada compra que no se concreta y en cada pedido que llega tarde.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El resumen del evento mide lo que se vendi\u00f3. Quiz\u00e1s tambi\u00e9n habr\u00eda que medir lo que no lleg\u00f3.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An\u00e1lisis forense al Cyber Day Por Felipe Miranda Rendic, country manager de Logisfashion Chile Los d\u00edas siguientes al Cyber Day siempre traen el mismo rito. Los organizadores publican cifras, los&hellip;<\/p>\n","protected":false},"author":2,"featured_media":3461,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_themeisle_gutenberg_block_has_review":false,"_joinchat":[],"footnotes":""},"categories":[8],"tags":[],"class_list":["post-3460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Columna de Opini\u00f3n: An\u00e1lisis forense al Cyber Day - De todo Valdivia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dtvaldivia.cl\/index.php\/2026\/06\/12\/columna-de-opinion-analisis-forense-al-cyber-day\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Columna de Opini\u00f3n: An\u00e1lisis forense al Cyber Day - De todo Valdivia\" \/>\n<meta property=\"og:description\" content=\"An\u00e1lisis forense al Cyber Day Por Felipe Miranda Rendic, country manager de Logisfashion Chile Los d\u00edas siguientes al Cyber Day siempre traen el mismo rito. Los organizadores publican cifras, los&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dtvaldivia.cl\/index.php\/2026\/06\/12\/columna-de-opinion-analisis-forense-al-cyber-day\/\" \/>\n<meta property=\"og:site_name\" content=\"De todo Valdivia\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-12T16:01:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-12T16:01:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dtvaldivia.cl\/wp-content\/uploads\/2026\/06\/Felipe-Miranda-Rendic-country-manager-de-Logisfashion.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"960\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Freddy Frias Aros\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Freddy Frias Aros\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.dtvaldivia.cl\\\/index.php\\\/2026\\\/06\\\/12\\\/columna-de-opinion-analisis-forense-al-cyber-day\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.dtvaldivia.cl\\\/index.php\\\/2026\\\/06\\\/12\\\/columna-de-opinion-analisis-forense-al-cyber-day\\\/\"},\"author\":{\"name\":\"Freddy Frias Aros\",\"@id\":\"https:\\\/\\\/www.dtvaldivia.cl\\\/#\\\/schema\\\/person\\\/e42780da229d91f45ac1bca55c9abc73\"},\"headline\":\"Columna de Opini\u00f3n: An\u00e1lisis forense al Cyber Day\",\"datePublished\":\"2026-06-12T16:01:34+00:00\",\"dateModified\":\"2026-06-12T16:01:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.dtvaldivia.cl\\\/index.php\\\/2026\\\/06\\\/12\\\/columna-de-opinion-analisis-forense-al-cyber-day\\\/\"},\"wordCount\":651,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.dtvaldivia.cl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.dtvaldivia.cl\\\/index.php\\\/2026\\\/06\\\/12\\\/columna-de-opinion-analisis-forense-al-cyber-day\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.dtvaldivia.cl\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Felipe-Miranda-Rendic-country-manager-de-Logisfashion.png\",\"articleSection\":[\"Opini\u00f3n\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.dtvaldivia.cl\\\/index.php\\\/2026\\\/06\\\/12\\\/columna-de-opinion-analisis-forense-al-cyber-day\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.dtvaldivia.cl\\\/index.php\\\/2026\\\/06\\\/12\\\/columna-de-opinion-analisis-forense-al-cyber-day\\\/\",\"url\":\"https:\\\/\\\/www.dtvaldivia.cl\\\/index.php\\\/2026\\\/06\\\/12\\\/columna-de-opinion-analisis-forense-al-cyber-day\\\/\",\"name\":\"Columna de Opini\u00f3n: An\u00e1lisis forense al Cyber Day - 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