What will generate static is either lack of an equipotential plane or moving air. If the racks are sitting on tile they'll generate a charge from having HVAC blow over them, and there won't be a way to dissipate this charge without equipotential bonding. What's more, sometimes (normally only with energized equipment) an added bonding mechanism or even local supplemental earthing is necessary.
When customers are moving on an isolated surface they'll generate a charge. Relative humidity and to a greater extent moving air will influence the generation of that charge, as has been pointed out. Get that venting moved off my end cap! Very few customers will have shoes which dissipate charge, otherwise I'd suggest changing the floor wax to a more ESD friendly type; realistically not hard to try out once but also not likely to provide much benefit when wearing sneakers.
So IMO you'll need to try a couple things to see what works, step one look at where the air vents are pointing, next look at the displays, then try a different floor wax. In any case, establish whether the racks are bonded to the building structure. May be just sanding will fix this; most every metal coating I've seen needs to be cut through in order to conduct well. For customers who are generating charge, humidity and air movement will affect how well they generate, while ESD mats and/or a different floor treatment will affect how well they dissipate. Note that ESD bonding is always connected using a large resistor, which can and does affect one's perception of charge dissipation.