The strategy also looks to expand in other fields such as dairy, fruit and vegetables, bakery and premium grocery.

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Then there are merchants whose stories have gone viral such as the woman who offered cupcakes at her UK bakery for a small price.

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Classic brands such as North Carolina's Cheerwine soft drink and Chattanooga Bakery's MoonPie, both established in the early 1900s, have embraced online marketing and selling to keep up with the demands of their widespread clientele.

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"They're all excited to talk about it, " said the owner of Cups and Cakes Bakery, whose concoctions include cupcakes made with ingredients such as bacon and tequila.

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Rutledge points out that Lawrence's plan also outlines other services such as pet sitting, a dog taxi, retail options and a doggie bakery.

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