IKEA Taiwan sorted its catalogue by price and lifted online sales 123%

Pandemic-era shoppers in Taiwan wanted to improve their homes but were cautious about spending and less willing to visit stores. ROI Festival's case record says IKEA was loved locally, yet many people associated it with bigger, higher-priced furniture and missed its small low-price items online.

Ogilvy Taiwan's answer was the Dollar Catalogue: 100 products, 100 pages, 100 prices. Page 1 showed the NT$1 item, page 100 the NT$100 item, so the navigation itself proved the price point before any copy had to persuade.

The catalogue passed 10 million views and 21 million impressions, according to ROI Festival, in a market of about 23 million people. Product-page traffic from the catalogue converted at 264%, and IKEA's online-store sales rose 123% versus the same period.

Reorder the store by the buyer's fear

It made price proof structural: the page number was the price.

It surfaced small products that were buried inside an 8,500-item online store.

It turned a catalogue from inspiration media into a direct ecommerce funnel.

When the barrier is perception, changing the order of discovery can change what people think the brand sells.

The campaign won the Creative Ecommerce Grand Prix at Spikes Asia 2022 and a Gold at ROI Festival. Its reusable move is simple: if the market sorts you by the wrong mental category, publish a buying path sorted by the one that matters.