An extremely common problem with IT projects is that all 'stakeholders' (loosely, users of the system) are not involved at the start of the project.
This is especially true for larger brands whose departments effectively function as a series of semi-independant smaller businesses.
In order to produce a solution that is going to make everyone happy, everyone needs to be taken in to consideration.
So before your project even begins, consider all the people that will need to use the site. This can include:
The marketing department
Order fulfillment/admin staff
Customer service teams
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