Spatial computing as a driver of innovation in marketing and commerce

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Published: 2025-12-30

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José Luís Reis
University of Maia
Portugal
https://orcid.org/0000-0002-0987-0980
Carlos Alves
University of Minho
Portugal
https://orcid.org/0000-0001-8320-5295
Samuel Anjos
University of Minho
Portugal
https://orcid.org/0009-0009-3558-6033
José Machado
Universiy of Minho
Portugal
https://orcid.org/0000-0003-4121-6169
Vol. 29 No. 2 (2025), Articles (open section), pages 62-77

DOI:

https://doi.org/10.17979/redma.2025.29.2.11959
Submitted: 2025-04-15 Published: 2025-12-30
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Abstract

Spatial computing emerges as a technological convergence that significantly transforms both marketing and commerce. This study examines this phenomenon through a systematic theoretical review complemented by the analysis of five representative cases, covering diverse sectors such as retail, cosmetics, e-commerce, construction, and agri-food. Through technologies like augmented reality, mixed reality, and advanced geolocation systems, organizations develop immersive, personalized, and contextualized experiences in real environments. The results identify consistent emerging trends: real-time contextual personalization, visualization as a trust-generating mechanism, and the extension of storytelling into physical spaces. Simultaneously, technical, ethical, and evaluative challenges are evident, requiring rethinking of traditional paradigms. The study concludes that spatial computing not only provides competitive advantages but fundamentally redefines the relationship between consumer and brand. This research offers practical implications for innovation management and proposes future research directions aimed at evaluating the experiential and symbolic impact of these technologies in various commercial contexts.

Keywords:

spatial computing, digital marketing, customer experience, technological innovation, retail

Funding source:

This work was funded by UID/00027/2025 of the LIACC Research Unit – Laboratory of Artificial Intelligence and Computer Science, and by the DOI https://doi.org/10.54499/UID/00027/2025 , funded by the Fundação para a Ciência e a Tecnologia, I.P./MECI, through national funds.

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