In a context where online purchases have become part of everyday life, trust is no longer optional—it is a decisive factor for conversion, loyalty, and brand reputation.

Key Research Questions

Remote Shopping Experience

Participants were asked to evaluate their general experience with online and remote purchases, addressing questions such as:

1. How easy or difficult is it for you to purchase products or services remotely?
2. How much trust do online shopping experiences generate for you overall?
3. To what extent do you agree with the following statement?
   “When I have problems with remote purchases, the company is able to resolve the issue satisfactorily through customer service.”

These questions aim to assess not only usability but also perceived reliability and effectiveness of customer support—two pillars of digital trust.

CyberDay-Specific Perceptions

The study also explored perceptions related specifically to CyberDay events, one of the most relevant e-commerce moments in Chile:

Trust in Offers and Coordination
Participants evaluated the following statements:

1. “Offers during events such as CyberDay are real and valuable.”
2. “During events like CyberDay, channels are well coordinated to deliver an optimal service.”

These insights help identify whether promotional intensity is supported by operational consistency across channels.

Post-Sales Experience After CyberDay Purchases

Post-sale experience is often the true test of trust. The survey asked participants how easy they find the following actions after purchasing during CyberDay:

1. Making a return or exchange
2. Tracking a request or customer service claim

Ease in post-sale processes is a critical driver of long-term trust, especially in high-volume events where service pressure increases significantly.

Why This Study Matters

The BBK CyberDay study highlights a fundamental truth of digital commerce: trust is built not only before the purchase, but—most critically—after it. Promotional campaigns, UX design, and pricing strategies must be supported by effective service resolution, omnichannel coordination, and transparent post-sale processes.

Brands that succeed in these moments are the ones that convert CyberDay traffic into long-term customer relationships.

BBK Group: Turning Insight into Action

At BBK Group, we transform consumer research into strategic decisions. Our studies combine quantitative rigor with experience design and service strategy, helping organizations improve:

1. Digital trust and credibility
2. Customer service effectiveness
3. Post-sale experience and CX consistency
4. Omnichannel performance during peak demand events

BBK Insights provides actionable intelligence to design experiences that customers trust—not only during CyberDay, but across the entire digital journey.