This study investigates sociability in the context of immersive Virtual Reality (VR). A Design Science Research process was applied, and three iterative development versions of a VR application were studied. Sociability around the technology was investigated with two theoretical perspectives: social presence and social interactions. The results of qualitative interviews and observations as well as a quantitative experiment are combined to make a proposal for four design principles enhancing the beneficial sociability of VR systems. These principles address the importance of ease-of-use and personalization in the activation of a customer, customer empowerment and emancipation through familiarization, creating real-world connections and surprising content, as well as adding informative elements and streamlining the customer encounter and service process. The proposed design principles are empirically linked through social behaviors and emotions to cognitive outcomes representing beneficial sociability, e.g., improved customer motivation, willingness-to-share, value communications, co-creation, and co-innovation.