MAIN TAKEAWAYS:
A retail display is more than just a platform for storing or positioning products. It’s a powerful tool for elevating the in‑store shopping experience and deepening the consumer’s connection to a brand. Whether the goal is to promote seasonal products or spark impulse purchases near the point of sale, retail displays can play a key role in driving sales.
Mild steel — also known as low carbon steel — offers a wide range of benefits in producing the kind of versatile retail displays that grab attention, promote brand recognition, and boost sales.
At Franklin Display Group, we’ve seen firsthand how mild steel can help brands create custom retail displays that help elevate the bottom line. Here’s a couple of reasons why we love mild steel for creating durable, reliable displays.
The relatively low carbon content of mild steel makes it more ductile and workable, allowing manufacturers to form it into custom shapes. Its composition also makes it easy to machine holes, patterns, or cutouts, making it ideal for highly customized retail display projects.
Because the retail landscape can change rapidly, mild steel provides the flexibility brands need to adapt quickly to shifts in consumer trends and buying behaviors.
In addition, mild steel is compatible with a variety of finishing techniques that enhance display durability while supporting strong brand presentation. From powder coating in signature colors to protective finishes, mild steel creates display surfaces that can be tailored to reflect unique brand aesthetics while extending service life.
The ideal functionality of a display plays an important role in how that display is designed. Asking yourself key questions to determine display functionality should be the first step in determining the most appropriate construction materials.
One of the biggest challenges in selecting retail display construction material is balancing strength with portability. Strong, durable displays are not always the easiest to transport or move inside a retail space, but mild steel offers the toughness necessary for long-term use without the burden of added weight.
This means displays can support heavy merchandise without bending or warping, while still remaining light enough for rapid installation or quick repositioning — this is valuable for retail locations that refresh floor layouts frequently or operate in compact spaces.
For displays that must be shipped to multiple locations, mild steel’s balance of strength and weight can also help reduce freight costs, freeing up budget for other marketing and merchandising activities.
The retail environment is a high-traffic, high-contact space. It’s an environment that requires retail displays to withstand continuous use. With continuous use comes an increased need for quick, easy cleaning and maintenance, and mild steel’s smooth surface is easy to clean and maintain. This ensures retail displays retain a fresh look and feel in the face of consistent customer interaction.
Interactive retail displays invite customer interaction in service of creating a more dynamic shopping experience. Simplified maintenance and cleaning processes can save time and money, and this makes it easier to help extend service life of retail displays.
Because low-carbon steel doesn’t require large amounts of resources like other construction materials, it’s a cost-effective choice for brands looking to make the most of their retail display dollars. Not only does this help companies get the most out of their retail display budgets, it also helps reduce the total cost of ownership by keeping display repair or replacement costs to a minimum.
Just like stainless steel, mild steel is 100% recyclable, making it the most effective material for creating eco-friendly retail displays. The manufacturing of mild steel also produces fewer greenhouse gas emissions compared to the production of other materials used in retail display fabrication.
For companies that have an eco-conscious outlook as a core part of their brand identity, mild steel is a reliable, versatile material that helps them satisfy their brand vision and values without sacrificing durability.
Franklin has decades of experience in end-to-end retail display fabrication, from helping companies choose the right construction materials for displays to manufacturing and warehousing.
Our team of in-house design and fabrication specialists can create custom retail displays using the highest quality materials to help ensure your visual merchandising is a true sales and revenue generator.
Browse our project gallery to explore the kinds of retail displays we create, or request a quote for your custom display.