Intelligent virtual store design uses new processes, greater data availability and digital technologies to augment traditional macrospace and microspace planning and in-store POG execution. This includes recommendations to enhance the effectiveness of the assignment of fixtures, services, customer pathways, categories, and merchandise shelf placement across every physical store. Visualization created by augmented/virtual/mixed reality (AR/VR/MR) provides the ability to experience the plan from a customer perspective before any physical construction, renovation or seasonal realignment takes place.