IKEA Newsletter

Today I signed up for IKEA's customer an 120-year old person. Seriously! That's the earliest birth year (1895)  that was offered on their sign-up page. It's hard to imagine a 120-year old putting together anything from IKEA. It was the lengthiest, multi-page sign-up I have seen from a consumer catalog company.
IKEA newsletter sign-up, birth year start
IKEA newsletter sign-up, birth year end
It could be that when the e-newsletter sign-up page was first produced, back at the dawn of the commercial internet, 1895 was a possible year for a date of birth. But then, there is also a top range part of the birth year and for IKEA, it's 1997 (or you'd be turning 18 in 2015). It begs the question.. why not just have birth month and birth day like most consumer companies? Why would you target a specific demographic like 18-120 yrs old. 

I'll have to see if I can change my birth month from December to something earlier in the year like July to see if they have a birth year-specific marketing campaign. It would be really surprising to get a "happy 121st birthday!" note from IKEA as a result of this albeit flawed email newsletter sign-up form.
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