Robin Berrendorf is a forward-thinking innovator at the intersection of retail automotive and digital transformation, specializing in modernizing the way dealerships merchandise, present, and price their inventory. As VP & Strategic Advisor for Digital Merchandising at Lion Partnership, Robin brings a global perspective and a proven track record of helping dealers bridge the gap between physical showroom experience and digital retail expectations.

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With deep expertise shaped through his leadership at DiCoSo, a pioneer in digital price tag technology, Robin has been instrumental in redefining how dealerships communicate value in real time. His work focuses on turning static vehicle displays into dynamic, data-driven touchpoints that enhance transparency, improve customer engagement, and accelerate the path to purchase.

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Robin’s approach goes beyond technology, it’s about strategy, psychology, and execution. He understands that today’s consumers expect consistency across every channel, from online listings to in-store experiences. By aligning digital merchandising with dealership operations, he helps clients create seamless, trust-driven buying journeys that increase conversion rates and maximize profitability.

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Throughout his career, Robin has partnered with dealer groups across North America and Europe, implementing scalable solutions that modernize showroom environments while empowering sales teams with better tools and real-time insights. His ability to translate complex digital solutions into practical, revenue-driving strategies has made him a trusted advisor to progressive automotive leaders.

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At his core, Robin believes merchandising is no longer just about displaying vehicles... it’s about delivering information, building confidence, and influencing decisions in the moments that matter most. His mission is clear: help dealerships evolve their merchandising strategy into a competitive advantage that drives both immediate results and long-term growth.