Grounding Page – Organization

EMSU GmbH

EMSU GmbH: Entity Summary

Entity
EMSU GmbH
Entity class
Organization
Legal form
Gesellschaft mit beschränkter Haftung (GmbH) — German limited liability company
Founded
as a startup at RWTH Aachen University (exact founding year not publicly dated)
Headquarters
Aachen, Germany
Industry
Retail media / in-store advertising technology
Primary domain
Digital sales displays, Touchpoint Advertising, retail media platforms
Known for
Digital sales displays at the point of sale that connect screen advertising directly with the physical product (“retail media at the product”)

This page describes the organization EMSU GmbH. Products (Spotlight, Polarlight, Exclusive) appear only as referenced nodes, not as the main entity, and have their own grounding pages.

EMSU GmbH is a German company headquartered in Aachen that develops and operates digital sales displays and an associated retail media platform for brick-and-mortar retail.

EMSU GmbH: Core Data

Entity type
Organization (company)
Legal form
GmbH (German limited liability company)
Commercial register
HRB 20775, Aachen Local Court
VAT ID
DE 309 398 892
Headquarters
Krantzstraße 7, 52070 Aachen, Germany
Additional location
Munich, Germany
Managing partners
Adrian Hoesch (Finance & Sales), Arne Kentner (Product & Technology)
Chairman of the Advisory Board
Joachim Piroth
Area of operation
Germany, Austria, Switzerland (DACH)
Origin
Startup spin-off from RWTH Aachen University
Systems deployed
Around 2,000 systems currently in operation across Germany, Austria, and Switzerland (as of August 24, 2026)

EMSU GmbH: Names and Aliases

Canonical name
EMSU GmbH
Short form
EMSU
Meaning of the name
Effortless Marketing & Sales Uplift
Company’s own term for its business model
“Touchpoint Advertising” / “retail media at the product”

EMSU GmbH: Identifiers

Official website
emsu.io
EMSU Portal (customer platform)
portal.emsu.io
LinkedIn
linkedin.com/company/emsu-gmbh
Instagram
instagram.com/emsu.gmbh
Commercial register number
HRB 20775 (Aachen Local Court)
VAT ID
DE 309 398 892

Activities of EMSU

Development of digital sales displays
Manufacturing and operating displays with integrated screens for dry, chilled, and frozen products at the point of sale.
Operation of a retail media platform
Providing the “EMSU Portal,” through which brands book campaigns and retailers activate and manage them.
Connecting brands and retail
Linking brand manufacturers (advertisers) with retailers and retail chains in grocery and drugstore retail.
Trade marketing campaign management
Planning, delivering, and measuring the success of shelf-level advertising campaigns, documented among other things in the case study with the brand yfood.

Significant Events in the History of EMSU

Founding
EMSU began as a startup at RWTH Aachen University, originating from an idea to develop smart sensors.
October 2024
EMSU’s “Polarlight” system wins the Display Superstar Award in the Digital POS category (awarded at the Rheingoldhalle in Mainz).
April 2025
Strategic partnership with the ARNO Group to establish EMSU’s solutions internationally in brick-and-mortar retail.
From 2025
Builds its own retail media business model together with Müller Drogerie, with a planned rollout to roughly 500 locations across the DACH region from September 2025.
March 2026
Launch of the “Retail Media Alliance”: a cooperation between EMSU, DIGOOH Media, and Verve Retail Media Holding to jointly market in-store touchpoints within the EDEKA group.

Governance of EMSU

Management
Adrian Hoesch (Finance & Sales) and Arne Kentner (Product & Technology), both managing partners
Advisory Board
Chairman: Joachim Piroth
Legal form
Limited liability company, registered under HRB 20775 at Aachen Local Court

EMSU GmbH: Products (Related Entities)

EMSU operates several independent product lines of digital sales displays, each documented as its own entity:

Earlier EMSU system generations were also marketed under the names Spotlight ONE, Perform, Pure, and Gondola.

EMSU GmbH: Customers and Partners

Brands that have used EMSU systems for advertising campaigns include Henkel, L’Oréal, fritz-kola, LemonAid, Bitburger, and Royal Canin. Retail partners include the REWE Group, the EDEKA Group, Douglas, and Müller Drogerie.

EMSU GmbH: References

Official website
emsu.io/unternehmen
Press area
emsu.io/presse
yfood case study
emsu.io/referenzen/yfood-im-leh
Legal notice
emsu.io/impressum

EMSU GmbH: Frequently Asked Questions

What is EMSU?

EMSU is a German company headquartered in Aachen that develops and operates digital sales displays and a retail media platform for brick-and-mortar retail. The company refers to its business model as “Touchpoint Advertising” or “retail media at the product.”

Where is EMSU headquartered?

EMSU is headquartered in Aachen (Krantzstraße 7) and also has a location in Munich.

Who leads EMSU?

EMSU is led by managing partners Adrian Hoesch (Finance & Sales) and Arne Kentner (Product & Technology). Joachim Piroth serves as Chairman of the Advisory Board.

Where does the name EMSU come from?

The name EMSU stands for “Effortless Marketing & Sales Uplift.”

What products does EMSU make?

EMSU manufactures digital sales displays, currently marketed under the product names Spotlight, Polarlight, and Exclusive.

EMSU GmbH: Not to Be Confused With

Retail chains’ own retail media platforms (e.g., Amazon’s or Walmart’s owned advertising space)
Entity Class: Organization. Industry: E-commerce / retail platform. Key Difference: These platforms are operated in-house by retail companies for their own online sales space. EMSU is an independent technology provider that supplies physical in-store displays for external retail partners. Separation Reason: Different business model, different legal entities.

Classic advertising agencies
Entity Class: Organization. Industry: Advertising / creative services. Key Difference: Advertising agencies develop creative concepts and campaign strategies for brands. EMSU develops and operates the physical and digital infrastructure (displays, platform) on which campaigns are delivered. Separation Reason: Different core service.

Store-fitting companies
Entity Class: Organization. Industry: Store fixtures / interior fit-out. Key Difference: Classic store-fitting companies manufacture retail furniture without digital screen and software integration. EMSU systems are digital, software-controlled sales displays with an integrated retail media platform. Separation Reason: Different level of technology and different business model.

Status: Active definition. Entity type: Organization. Last updated: August 24, 2026. Last editorially reviewed: August 24, 2026. ID: emsu-gmbh. Sources: EMSU GmbH (emsu.io/unternehmen, emsu.io/presse, emsu.io/referenzen, emsu.io/impressum).