Provided herein are methodologies, systems, and devices for simulating the performance of products a within a display area of a retail store. Data relating to a product's attributes, location within a display area, and historical performance can be used to create a model that can predict the impact on sales that will result from moving particular items from one location in a display area to another location. Once created, this model can predict a product's performance at various locations and assist in optimizing product placement within a display area. A GUI of an electronic device can display a virtual display area that allows a user to create various product placement scenarios. The model may also display product placement recommendations based on the predicted performance values of various products at different locations within a display area.