Manning the Cash Counter

I went to D-Mart the other day to buy some provisions for home. As I waited my turn at the cash counter, what struck me is the fight for shelf space at the cash tills. What began as point of connect for impulse purchase items like chocolates and chewing gums now has beverages, dairy products and even movie titles been retailed near the counter.
And it make complete sense for these categories to position themselves near the cash tills. With various SKU sizes, the smaller packs with the lowest price denominator are placed as customers wait in queue to pay. And it becomes more of an impulse purchase to pick up a Rs 35 movie VCD kept near the cash counter, as one never plans for such purchases.
But what's lacking in my opinion is display of merchandise. Most of the counter tops are haphardly kept with products overflowing. It seems the retailer is trying to get the maximum out of the limited space. One needs to understand standees and counter tops near the cash counters also need the same attention as any of the regular shelf in a retail outlet. More emphasis on merchandising like signages and posters to make it look attractive also adds to the allure.